The Why and How For Marketing and Sales Assessments
Before joining TOPO as a Research Analyst, I was a marketing strategist at high growth B2B tech companies and always looking for ways to drive efficiency (more quality revenue with less effort). I usually did this by understanding and then intentionally breaking processes. I used industry research (including TOPO best practices!) in order to justify my gut decisions, which helped me maintain my credibility and drive results in the face of uncertainty.
However, I never had the opportunity to “open the kimono” and share with an expert a full picture of the current state of marketing at any company I was at and then receive prescriptive next steps (backed by a high growth data set of what other B2B companies do) on what to do to drive revenue in a more scalable, repeatable way.
It’s why I joined TOPO, because I now get to assess and help provide prescriptive next steps to marketing, sales development and sales leaders all day, every day. I get to understand and help intentionally break and rebuild processes across a wide variety of clients. It’s exciting work for a process nerd like me!
Whether by building new organization capabilities faster for new markets or products, transforming your technology stack for higher levels of productivity, adopting the latest go-to-market techniques for increased conversions, or building playbooks and processes to scale results, every TOPO engagement starts with an assessment. Assessing a client is key to any advisory engagement with the TOPO team.
Why is an assessment so important?
An assessment is the best method for TOPO to get to know a client’s current sales, sales development, or marketing processes so we can offer tailored advice and recommendations for improvement.
The keyword is “tailored.” The more we know, the more tailored our recommendations can be. We do not deliver vague advice. We know that time is your most limited resource.
As a former marketing practitioner, what makes me so excited to be part of the assessment team at TOPO is providing our clients with the exact next steps to take in order to hit revenue goals. And not just what great looks like when you’re running at full speed, but the steps you need to take to get there, backed by our data and experience building high growth B2B sales, sales development, and marketing teams. It’s why a TOPO advisory engagement lasts a year, so we can assess your current state and then advise you on how to operationalize what we recommend.
What we uncover in the assessment fuels a client’s entire engagement with TOPO. It allows our team to be your true partner, and puts us face-to-face with your issues, challenges, and opportunities.
What does the assessment process look like?
First, we ask a client to share quantitative data and key materials to help TOPO better understand their business. Once our analysts review your data, we schedule interviews with key stakeholders for qualitative discovery. From our experience what we’ve learned over hundreds of assessments is that the more data a client shares and the more detailed that data is, the more efficient and effective the interview process goes, and in turn the more granular and actionable our recommendations become and the faster a team will see results.
We try to make the entire process as efficient as possible. We review your data before the first interview so we can get down to specificity during our time on the phone, video, or in person.
The culmination of an assessment is the presentation of TOPO’s findings and recommendations to the client’s key stakeholders. Our recommendations are rooted in our data-backed frameworks, which are standard methodologies that outline the components of an effective sales, sales development or marketing strategy. We strive to always provide specific, immediate, actionable recommendations to achieve growth goals.
After an assessment is finished, a client works directly with their TOPO analysts to execute our recommendations during the remainder of their TOPO engagement.
Interested in an assessment with TOPO? Contact us, let’s talk.
Here is a sample of critical priorities:
Here is a sample of recommendations: