The Marketing Practicum
Executive Marketing
Pre-Assessment
Complete this assessment before Session 1 of the Executive Marketing Build Workshop on July 27, 2026. Allow 20–30 minutes — the quality of your answers directly determines the quality of the strategy we build together.
What this is
A structured intake assessment covering your business, customers, competitive position, and current marketing. Your answers are analyzed against The Marketing Practicum framework and returned as a personalized, scored diagnostic report across five strategic dimensions.
What happens next
The moment you submit, your diagnostic is generated and emailed to you. Steve receives a copy and reviews it before Session 1 — so we open your strategy session with a clear, evidence-based picture of exactly where your marketing stands today.
The Marketing Practicum
Executive Marketing
Pre-Assessment
Pre-Assessment
Your foundation for Session 1 on July 27, 2026. Allow 20–30 minutes to complete this thoughtfully — the quality of your answers directly determines the quality of the strategy we build together.
When you submit, you’ll receive a personalized Marketing Diagnostic report in your inbox.
When you submit, you’ll receive a personalized Marketing Diagnostic report in your inbox.
Your diagnostic report will be sent here after you submit.
Section 1 of 5
Your Business
Start with the fundamentals — what you do, how you do it, and what you’re here to fix.
1.1
What is your primary business model?
1.2
Describe your primary products or services and their price points.
What do you sell, and at what price? List your main offers.
1.3
What is your approximate annual revenue?
1.4
What is the single most important marketing outcome you want from this workshop?
Be specific. What changes if this works?
Section 2 of 5
Your Customer
The most important questions in marketing. Vague answers here produce vague strategy. Take your time.
2.1
Describe your best customer — not your biggest, your best. What makes them ideal?
Think about the customer you’d clone if you could. What’s specifically true about them?
2.2
Why do your best customers choose you over the alternatives? What is the real reason?
Not the marketing answer — the actual reason. What do they tell you, or what do you believe is true?
2.3
Describe a customer who turned out to be a bad fit. What made them wrong for you?
2.4
Beyond the transaction — what does your customer actually need from you? What job are they hiring you to do?
Think past the product. What outcome, transformation, or feeling are they really buying?
Section 3 of 5
Your Competition
You cannot position without knowing where you stand. This section rewards honesty over optimism.
3.1
Who are your 2–3 most significant competitors? Name them and briefly describe what they offer.
3.2
Where do you genuinely beat them? What is your real competitive advantage?
“Better service” is not a competitive advantage. What specifically do you do or have that they don’t or can’t easily replicate?
3.3
Where do you lose to them — and what reason do prospects typically give when they choose a competitor over you?
Section 4 of 5
Your Current Marketing
What you’re doing today, what’s actually working, and what isn’t. Accuracy here is more valuable than optimism.
4.1
What marketing channels and activities are you currently using?
4.2
What’s actually working? How do you know?
What drives real results — leads, clients, revenue? How are you measuring it?
4.3
What have you tried that hasn’t worked — and what’s your best guess as to why?
4.4
Approximately how much do you spend on marketing per month? (All-in: ads, tools, contractors, content, events)
Section 5 of 5
Your Marketing Objectives
Where you want to go. Good objectives are specific, measurable, and honest about the gap between today and the goal.
5.1
What is your #1 marketing goal for the next 90 days?
Not “grow the business” — what specifically?
5.2
What specific, measurable number would make you say “we won” at the end of 90 days?
Name the metric and the target.
5.3
What is your single biggest marketing challenge right now — the one thing, if solved, that would change everything?