A couple of friends have taken over executive marketing roles recently. Shortly after starting, they both asked me the same question. “How do I determine whether I have the right talent on the team?”  There are a number of ways to solve for this question. This post can help. Download the Marketing Team Assessment. Utilize this in your first 45 days, or whenever you feel a gap or opportunity exists for improvement.


It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. Leverage the How to Make Your Number in 2018 Workbook to access a revenue growth methodology to hit your number quarter after quarter, and year after year.


Why Use the Tool?


Your success is directly related to the quality of your team. If you’re new to the role, this is a great way to level-set your talent. Not all competencies are relevant to every position. The depth of each response should be considered when evaluating senior vs. junior team members.


The tool identifies key competencies and provides a definition of each. Use the tool to guide one-on-one conversations with your team. Ask the marketing team members to provide examples both in the current role, or in prior positions. If relevant, have them follow-up with an example and walk you through it. Gain insights into how they make decisions.  Understand the expectations of them by reviewing examples.


Ask each of your key players to provide a sample of their recent work. Assess the sample to determine their role in the project. Often times you’ll find they were a small player, not the lead. Clarity of breadth and depth are essential to define participation level. The result of the interview is not just a better understanding of the competencies. The assessment provides additional insight into marketing processes overall.


How This Tool Helps


The tool provides a wide range of benefits. Here are the top reasons to take advantage of it:


  • You will know what’s working or not working in the model or structure.
  • You’ll gain early insight, or adaptability options.
  • The risks in front of you will become clear.
  • Your communication with your team will be more effective.
  • You’ll determine who has the opportunity to do more.
  • You’ll quickly see who is struggling with role, or process clarity.


Results of Utilizing Assessment Tool


Here are the results you can expect after you complete the assessments:


  • Quick, clear understanding of the players you’ll rely on.
  • Determination if additional expertise is required.
  • An opportunity to define developmental opportunities.
  • Insight into the internal processes, and areas of improvement.
  • A quick start at developing team chemistry and buy-in.


Getting Started


Download the Marketing Team Assessment Tool here. Then schedule a 60-90-minute meeting with each team member individually. Complete the assessment for each team member. Map out your potential gaps on the organization chart. Develop the staffing road map and individual development plans (IDP) for each team member.


Spend time with one of our revenue growth experts walking through the Marketing Team Assessment Tool, and discussing how it applies to your unique organization. Marketing leaders can simply contact Jeff Grice to schedule a 30 minute call with an expert to walk through the approach for a self-assessment.


Have expectations gone up and left you wondering if you can make your number? Here is an interactive tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate yourself against SBI’s sales and marketing strategy to find out if:

  • Your revenue goal is realistic
  • You will earn your bonus
  • You will keep your job




John Staples

Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number.

John is the global leader of SBI’s account management business unit. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing.


John’s marketing, sales and product expertise span a multichannel strategic approach. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value.


His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it.


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