top of page

Business Partner Survey

MARCOM READINESS INDEX

Effective marketing communication begins with strategic meaning and the readiness to create brand impact, not merely with budgets or isolated campaigns.

The Marcom Readiness Index (MRI), designed based on the Brand Signatura™ methodology developed by Zennie Trang Nguyễn, helps businesses strategically guide their investment, development, and operation of marketing communication systems with intentionality, efficiency, and sustainability.

Upon completing the survey, participants will receive a complimentary readiness assessment report via their registered email. They may also opt for a 90-minute strategic alignment session (at a basic consultation fee) to analyze the results and discuss tailored strategic insights aligned with their business context.

Generic Information

Questionnaire

1. The company has a clear vision for its brand and business for the next 3–5 years.
No vision or only vague ideas.
Some fragmented directions, but no overall picture.
Basic vision exists but not formalized in writing or plans.
Clear vision, communicated internally.
Specific vision, fully understood and acted upon by the entire organization.
2. Leadership and key personnel are aligned on development direction.
Frequent disagreements, everyone has a different direction.
Discussions exist, but many differences remain unresolved
Basic consensus achieved, but not strong.
Mostly aligned, only minor points need harmonization.
High alignment, all leadership levels act according to one direction.
3. The company perceives the implementation of brand communication strategy as urgent at the present time.
Not seen as necessary; can be postponed.
Recognized as needed, but not prioritized.
Clearly understands importance, but action pressure is low.
Prioritized in planning, ready to launch when conditions allow.
Highly urgent; inaction could cause serious consequences.
4. The company has a specific budget for brand communication activities.
No budget; spend only when necessary.
Small, experimental budget.
Basic budget exists but not stable yearly.
Regular budget tied to planning.
Clear, stable budget appropriate for growth scale.
5. The company has a team (internal or partner) to implement brand communication.
No dedicated personnel.
A few multitasking staff, lacking expertise.
Basic staff, occasionally needing external support.
Specialized team capable of handling most tasks.
Strong team with reliable partners, implementing effectively.
6. Current infrastructure (website, social media, customer data, CRM, technology, etc.) is sufficient to support Marcom.
Weak infrastructure, lacking basic tools.
Minimal infrastructure, but inefficient operation.
Basic infrastructure works, but not optimized or fully integrated.
Good infrastructure, meeting most of Marcom demand.
Modern, comprehensive infrastructure, ready to expand and integrate.
7. Leadership/company understands the role, value, and process of brand communication.
Almost no understanding, acts based on intuition.
Some awareness, but many misconceptions.
Basic understanding, enough for conceptual discussion.
Fairly clear understanding, capable of strategic discussion.
Deep understanding, considers brand communication a key part of management.
8. Decision-making process in the company is clear, fast, and effective.
Decisions are often slow, vague, and prolonged.
Process built-in but has many layers, prone to bottlenecks.
Average speed, sometimes delayed.
Clear process, most decisions are fast.
Very fast, clear decisions with transparent accountability.
9. The company has a habit of measuring, evaluating, and improving after each communication activity.
Only acts intuitively, without measurement.
Sometimes measures, but inconsistently and unsystematically.
Basic measurement exists, but improvements are limited.
Regularly measures and analyzes to optimize.
Always measures, learns, and continuously improves from all activities.
10. The company is willing to change and experiment with new approaches in brand communication.
Resistant to change, sticks to old ways.
Tries cautiously.
Occasionally experiments, but not systematically.
Open-minded, ready to apply new methods.
Always explores, proactively experiments, accepts controlled risks.
11. The company regards consultants/strategic partners as development companions.
Sees partners only as short-term suppliers.
Cooperates, but shares little information.
Basic trust, sometimes seen as collaborators.
High trust, treats them as partners in multiple projects.
Very trusting, sees consultants as strategic allies sharing the same goals.
12. The company is committed to long-term collaboration in implementing and optimizing the Marcom system.
Seeks only short-term solutions, no long-term commitment.
Medium-term cooperation, unclear long-term commitment
Basic commitment, but hesitant on duration.
Clear medium-term commitment, aiming for long-term.
Strong commitment, ready to accompany from implementation to optimization.
Next steps to The Survey Finding

© 2015 by Zennie Trang Nguyen.

bottom of page