Sales and marketing · Demand
Where demand is lost
The Marketing Survey finds why the right demand is not arriving, and why it does not close. The cause is rarely volume. It is the wrong people arriving, or the right people arriving and never understanding the offer.
What it is
The Marketing Survey is an evidence-based read in four parts: your offer and how a stranger would describe it back; your segments against who is arriving; the places people discover you; and how they are captured, followed up and measured. We score each part on its own, because a strong offer with no follow-up and a weak offer with excellent follow-up look the same on a revenue chart.
What you receive
- 01
The offer
We read what you offer, in your own words and in the words a stranger would use to describe it back. A gap between the two is usually where demand stalls. People cannot buy what they cannot restate.
- 02
Segments and product-market fit
We check who you are built for against who is arriving. The two drift apart, especially after a few years of taking whatever business showed up. We name the mismatch, because work on the wrong segment fixes nothing.
- 03
Discovery surface
We check whether a stranger, a search engine or an answer engine can find you, and score it apart from the rest of the read. A company can have a strong offer and a strong sales process and still be invisible at the moment someone is looking.
- 04
Capture, follow-up, and measurement
We read what happens when someone raises a hand: how fast they hear back, what they are asked and whether anyone follows up a second and a third time. Then we check what is being measured. Without those numbers, a real problem and a slow month look the same.
What it needs from you
- Access to your website, your current marketing materials and your lead records
- Read-only access to whatever measures your marketing today, however informal
- Time for structured interviews with whoever owns marketing and whoever owns the first follow-up
- A single point of contact who can get us the right numbers quickly
How it ends
The Marketing Survey ends with a finding presented to you directly: which of the four (offer, segment fit, discovery or the handoff into follow-up) is capping your demand. You keep it whatever you decide. If a Marketing Blueprint or a Marketing Engine is warranted, the proposal names only the lane the evidence points to.
Where it fits
The Marketing Survey is the first stage in Sales and marketing. It runs once a Profit Survey or your own numbers have named demand as the constraint, and comes before the Marketing Blueprint or the Marketing Engine, whichever the findings point to. See the three stages for the full sequence, or the Sales and marketing area for the rest of what we look at here.
Where to go from here
One hour of your time, no charge: fifteen minutes on the Growth Check, then a forty-five-minute video call. We read every answer before the call.