We've reviewed the table stakes and some opportunities to optimize or gain efficiency. Now, before you get started, take some time for an honest self-assessment regarding how your marketing and sales machine is operating today by honestly answering these questions:

1. Have you mastered your ICP?
2. Are you aware of the ability to tap-into and harness first party authoritative consumer journey and intent data?
3. If so, are you using this data?
4. Or, is your current view into your consumers' journeys limited to data from your own sites, CRM or marketing automation tools?
5. Are you spending marketing resources on third party data (e.g., demographic, credit bureau, third party audiences) in an attempt to proxy your ICP or build lookalike audiences?
6. If so, are you satisfied with the ROI?