Business HistoryProducts/Services

Customer/Prospect AnalysisCommunications History

Distribution/Partner Channels

Sales OrganizationMarket Segments

Brand PositionStrengths

Primary ResearchSecondary Research

Association DataDirect Sales

SalesPosition

ChannelsProfitability

AttitudeNew Customers

ShareAwareness

Internal Esprit de Corps

eCommercePrioritization of Effort

Integrated Marcom ThemeingBrand Messages/Unique Selling Proposition

Channels to Focus onProducts/Services with Greatest Growth Potential

Modeling Best Customers’ Lifetime ValueMedia/Tactical Mix

PriorityWho

WhenHow Much

Brand DevelopmentQuantify InquiriesQualify Inquiries

Track Inquiries by TacticBenchmark Research Studies

Quarterly Analysis/ReviewObjectives AchievedVendor Performance

Advertising/Print/PPCBranding Initiatives

Channel DevelopmentCRM Database

Direct Mail

CollateralDirect Response

EventsFax on DemandVideo Training

Sales PromotionNetworkingNewslettersRoad ShowsTrade Shows

Public RelationsSupplemental Research

Sales PresentationsSeminars

Telemarketing

eMail BlastsPromotional Offers

Chat RoomBlogs

eFliers and eAds

SEO/SEMMicrosite

Co-branding on partner sitesWebinars

eBrochures

Media RelationsInternetIntranet

Strategic LinksBanner Ad

WeaknessesOpportunities

ThreatsCorporate Culture

Channel SalesManagement Briefings

BudgetCompetition