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Take a Self-Assessment for Business Development

Monte Wyatt & Brad Sugars, Dec 26, 2019

You should take a detailed assessment of your company to see where you stand in regards to the 5 Disciplines and that you can use your assessment as the basis for strategic thinking and execution planning.

Every year take an assessment to track progression and identify the one or two things that will make the biggest impact on the business.

Here, we'll look at an assessment for the Discipline of Business Development.

To remind you, the Discipline of Business Development leads to predictability, which is every marketing person’s dream. To gain that predictability, it’s necessary to know and understand the numbers that drive your organization’s results. You need to comprehend such things as:

  • the return on investment (ROI) you get from your marketing efforts;
  • how long it takes to close a typical client;
  • your average client retention;
  • the lifetime value of your customers
  • how much your customers spend, on average, every time they make a purchase.

It’s not enough to know these numbers: you need to use them to educate each person in every department as to how their efforts contribute toward the desired result of exponential growth.

Excellent business development and predictability comes from testing and measuring your numbers in three essential areas:

  • Marketing
  • Sales
  • Customer Service

Predictability creates sustainability, and predictability comes from understanding the causes of past growth to calculate future exponential growth.

The Discipline of Business Development

For this self-assessment, rate your agreement with each of the following statements on a scale of 1 – 5: 5 = Absolutely, 4 = Mostly, 3 = Sometimes, 2 = Rarely, 1 = Never, or 0 = I don’t know.Â

1. We have a clear marketing plan to out-perform our competition.

2. We have a clear sales process and all sales people maximize it.

3. We consistently provide training and development for all team members who interact with our customers.

4. We measure customer loyalty and it is consistently improving.

5. Our target market is absolutely clear and our marketing efforts attract them.

6. At a minimum we measure lead generation, conversion rate, and average dollar sale, and strive to improve each one.Â

7. We have clear customer service standards and everyone who interacts with customers lives by those standards.

8. We sell on value and service, and rarely sell on price.

9. Our business has future predictability because of our consistency in business development.

10. We are creative and fun in attracting and servicing our customers.

Then add up the total Points for your self-assessment for the Discipline of Business Development.

Scores for the Discipline of Business Development, serving the Company and the Customer

A high score for the Discipline of Business Development indicates:

  • long-term predictability;
  • strong customer retention;
  • you’re getting referrals;

A low score in the Discipline of Business Development indicates:

  • sales trends resemble a roller coaster;
  • selling is based on price;
  • the sales team is always chasing new business;
  • there is never enough in the pipeline;
  • no idea where the next sale is coming from.

Here are the areas of change for the Discipline of Business Development:

  • Mindset: Fun and creativity;
  • Focus: marketing, sales, and customer service.

Work on the areas of change first, so that everything else improves.

To recap, predictability creates sustainability, and predictability comes from understanding the causes of past growth to calculate future exponential growth. Take an assessment to track progression and identify the one or two things that will make the biggest impact on the Discipline of Business Development.

We'd love to hear from you. How did you score on the Discipline of Business Development?

What are the areas where you need to change?

Thank you for sharing.