stephen kember - 85805fce914b736eb657f34fa1a2c

Scorecard introduction

This scorecard is one of an extensive series of scorecards produced by Stephen Kember to assist the owners of professional service firms to internally assess their performance and to support the taking of strategic business development decisions.

Scores should be entered on the following 0 to 10 basis:

Score: 0 = We do not address this at all!
Score: 1 = We're not at all good at this
Score: 2 = We're weak at this
Score: 3 = We're pretty poor at this
Score: 4 = We're below par at this
Score: 5 = We're about okay at this
Score: 6 = We're just a bit better than okay at this
Score: 7 = We're good at this
Score: 8 = We're very good at this
Score: 9 = We're excellent at this
Score: 10 = We're truly exceptional at this

	Question: Market research	Score: 0-10	Final score
1	We adopt both formal and informal research arrangements to keep our understanding current
2	We do not overly rely on speaking to more of the same like us and fail to get a representative view
3	We assess all MR opportunities in respect of the information we will receive and whether it is going to be of value to us and so be used
4	Our Marketing information system draws on the internet, formal research, informal discussions and other information systems to gain deeper insight into our target markets, competitor activity, the wider marketplace & forces acting upon it, and the available marketing channels & opportunities
5	We keep information flowing across the firm such that all may benefit
6	Junior staff understand how important is their role in providing input into the information resource system
7	The firm operates a sophisticated contact management system enabling the capture of all marketing activity programmes and the results attained
8	Staff input daily to the CMS such that it represents an up to date record of all findings conclusions and issues arising from speaking with clients, competitors, suppliers, authorities, fellow professionals etc
9	All campaigns are monitored, performance is measured and judgements taken on the basis of the conclusions drawn
10	Our internal record systems serve our needs in a timely and cost effective way
11	We regularly review our information needs and assess these against what we are currently collating
12	We have a highly effective and complete marketing intelligence system [revealing current & emerging trends] using: client discussions, on-line & public databases, talking to intermediaries, the internet, reading trade & sectoral press & company reports, attending trade shows, networking, watching competitors etc. as well as all staff getting out & about committed to feeding back their insights
13	We have user friendly report back forms that allow all staff/Partners to feedback information and for this to be captured in a concise, meaningful & usable format
14	We have a clear understanding of who are our competitors and what is their positioning relative to ourselves; what is their financial performance by department & client market sector; what are their emerging plans, how effective they are in their chosen areas of activity, what their clients think of them and what their non clients think of them viz a viz. us. Which are their strongest and their weakest suites; how well developed is their image/brand sector by sector; what is their fee strategy; what are they doing to market themselves and how effective does this appear to be; who are their key players and how happy are they with their lot
15	We have a dedicated, adequately resourced marketing research capability and ongoing programmes geared up to providing relevant information in respect of marketing opportunities afforded to the firm
16	We collect data on the number of new prospects met
17	We collect data on the number of new clients in total
18	We collect data on the number of new clients by Partner
19	We collect data on the number of new clients by assignment
20	We collect data on the number of clients more than 3 years with the firm
21	We collect data on the % of total work done bysame sector professionals for clients
22	We collect data on the level of new work from old clients
23	We collect data on the level of client satisfaction on every single engagement, as registered using formal & informal approaches
24	We collect data on all engagements where the client satisfaction rating was less than exceptional
25	We collect data on the level of billings per client
26	We collect data on the profitability per department
27	We collect data on the profitability per partner
28	We collect data on the profitability per client segment
29	We collect data on the profitability per service segment
30	We collect data on the profitability per client segment
31	We collect data on how clients found out about the firm
32	We collect data on what were the principal deciding reasons why our firm was selected for every assignment
33	We collect data on how prospects came into contact with or found out about the firm
34	We collect ongoing data on what are the pricipal problems, experiences and issues that are vexing clients and prospects at the current time
35	We collect data on the ROMI across all marketing activities
36	We collect data on the ROMI for each marketing initiative, by all target market segment and by department
37	We have a partner responsible for marketing research and he/she acts as the liaison point for all others & the external MR agencies we might use from time to time
	Final score		0.00

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