"What can we do to improve marketing" is the question business owners and marketing professionals often find themselves asking when goals or targets are missed or when the competition seems to be doing so much better. Very savvy CEO's, sales leaders and the best marketeers ask themselves this question even more often as they seek to constantly grow and expand. But this question too often goes unanswered or generates lots of ideas and initiatives that don't end up actually improving results.

One very good way to answer this question and to yield the answers that have an impact and do move the marketing performance needle is to assess the current marketing function and build a plan to improve step-by-step.