Here, we borrow from the legal process – attorneys generally hate it when marketers borrow from their profession (think “actionable”).  The discovery process is a time for gathering information and documents to prepare for the next phase of the process.  Discovery can be frustrating & time-consuming but, if done correctly, it is well worth the effort.

Think of the discovery process method much like a brainstorming session ~ the goal is to obtain a large amount of information & criticism is not allowed (there will be plenty of time for that in the next phases). For items that require self, and/or competitor assessment, honesty is the best policy.

So, let’s get started gathering…

Marketing

~ Create a list of previous & current marketing tactics (online & offline)
~ Gather previous market research obtained in the last 12 months
~ Compile examples of marketing collateral, presentations, etc.
~ Create a library of press releases, newsletters, etc
~ Pull together website and/or blog information & statistics for the last 12 months
~ List trade shows & industry events
~ Do you participate in any co-op, partner or affiliate marketing programs?
~ Assemble ROI information.

Products or Services

~ Outline the products/services offered in 1 page or less
~ Describe the key product benefits and competitive differentiators
~ Accumulate relevant product documentation (descriptions, feature lists, etc)
~ What are the top 5 most profitable products offered?

Sales

~ Identify lead sources and, if possible, lead generation ROI
~ Document the sales process on one page with approximate timeframes
for each phase of the sale process
~ Describe pricing rationale, previous use of incentives, discounts, etc.
~ Assemble previous sales statistics for the last 2-3 years
(separate new & existing customers)

Existing Customers

~ Examine your customer database – what information is being collected
& is it accurate? If available, analyze industry information by SIC or
NAICs code, geography, etc.
~ Brainstorm with the sales team (if applicable) to create a profile of your
current customer – who is the hunter, the buyer, the influencer?
~ What are their likes, dislikes, buyer motivations, etc.?

Competitors

~ Identify your top 3-5 competitors
~ Summarize each competitors’ strengths & weaknesses, customer base,
marketing tactics, online presenece, etc.
~ Create a competitor comparison grid. Across the left, list your company &
the competitors identified above. Across the top, list the key elements of
why prospects purchase from you – product, price, availability, customer
service, etc,) Assign a competency ranking of 1-10 (10 is best:
think bowling, not golf) for each company & element.

And last….

What is a (reasonable) definition of marketing success?

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