Know-How Exchange : Strategy

I was just curious as to a marketing consultant analyzing a business for the first time, what questions would that consultant ask the business. Strategic, such as communications strategy or branding strategy. Metrics, avg lead cost or closing ratios of the sales department.

What would a general marketing consultant ask a perspective business?

It all depends on what type of marketing consultant is asking the questions. The basic gist will conform to most however there will be differences in the questions a brand marketing vs a strategic marketing consultant may ask.

For my clients, I am interested in an array of items right of the bat. Keeping in mind I work in the small to mid size segment, I may seek information on:

Lead generation and consumer relationship systems and processes

Conversion metrics

Goals for business and marketing program (Caution: If they have no goals other than to make money...RUN. They will most likely not understand marketing).

As I mentioned, really all depends on what you are seeking to help them do. Your initial analysis and questions should allow you to benchmark their situation.

Hope it helps.