Mosaic Growth Marketing Assessment
There are 5 main deliverables included in the Mosaic Growth Marketing Assessment (MGMA).
Marketing Maturity Analysis
We evaluate to what extent your organization, as well as your competitive set more broadly, is leveraging available marketing channels and demand generation tactics to coordinate an effective top-of-the-funnel strategy. We rank all direct competitors on a scale of 1-5 across critical dimensions of: brand strength, website effectiveness, organic search performance, paid strategy, and
Performance Benchmarking
We leverage your performance reporting & data to do a full funnel analysis to understand your current performance relative to industry benchmarks. By tracking leads, by source if available, through each stage of your sales process, we are able to determine which channels are most effectively driving new business. We are also able to identify any “leaks” that need to be addressed as well as new opportunities to improve critical conversion rates and overall sales efficiency. KPIs include (by channel): website traffic, lead volume, lead conversion rate, MQL volume, lead to MQL conversion rate, MQL to opportunity conversion rate, deal conversion rate
Competitive Analysis
Evaluating the marketing maturity of your top competitors is extremely valuable to determining strategic growth opportunities. In addition to marketing maturity, we analyze top-of-the-funnel performance for each competitor and what seems to be working (and not working) to drive lead volume and build brand authority. Metrics include organic search volume, domain authority, paid spend, % branded search
Organizational Readiness Survey (optional)
Based on experience, we have learned that organizations with growth potential must be fully committed to achieving growth. This starts at the top with a clear vision for what success growth looks like and alignment across executive stakeholders on key drivers of growth. By administering a short survey to your executive team and key leaders across the organizations, we assess your organization’s current readiness level and, if applicable, actionable ways to maximize success.
Growth Action Plan
Our assessment culminates in a highly actionable, prioritized list of growth marketing recommendations. Each recommendation is tied to one of the KPIs outlined above and has an associated estimated impact to baseline performance. As part of our assessment package, we will do a 6-month check-in to see how the organization is progressing toward its goals.
FAQs
What are the use cases for MGMA?
An MGMA can be valuable in a variety of situations and scenarios but here are the top use cases we see:
- CEO who wants to evaluate the efficiency and effectiveness of any current marketing efforts
- Newly invested portfolio company that is ready to invest in marketing but is not sure how to get started
- Investors who are eager to understand the growth marketing opportunity and potential Google risk of a potential investment during the diligence process
- Executive leaders who are frustrated by the lack of visibility into marketing performance and return on investment
How will an MGMA benefit my organization?
It will help you understand current performance, surfacing any areas of opportunity to optimize what you are doing today.
Who can benefit from the MGMA?
The assessment is a great “gut-check” for CEOs and executive leaders who are struggling to evaluate and benchmark marketing performance overall or investors and boards who are unsure if investments in marketing are generating sufficient returns.
How much work will it be for my team?
The biggest lift for your organization will be during the discovery phase of our process. We rely heavily on your team to help us get up to speed on the business and existing efforts. We will also need someone on your team to provide us access to performance data and/or direct access to the systems we need to perform the MGMA (Google Search Console, Salesforce, Hubspot).
How long does the typical MGMA take?
It can take anywhere from 2-4 weeks, depending on how easily we are able to connect with critical stakeholders during the discovery process and how well-organized and well-maintained your CRM and sales performance data is.