Shortlisted™

FAQs

• How do you measure Brand Authority?

  Within Shortlisted™ is a measurement framework built specifically to take the guesswork out of measuring the commercial value of brand work.

  It works like this:

  1. An assessment exercise, called a Pulse, is run

  2. The results of this are used to calculate the scores for each of the six Authority Components

  3. The final score is weighted according to Tier and has floors to ensure accuracy of placement

  4. You end up with an overall Shortlisted Score of 0-100, plus a 0-10 score on each of the Authority Components

  5. Measuring these quarterly gives you a moving picture of your Brand Authority and, crucially, the commercial impact of your brand

  We call this measurement excercise a Pulse, and it comes in two flavours: a full Pulse and a MicroPulse.

  The Shortlisted™ Pulse

  Run quarterly, or 6-monthly, it is made up of a defined series of qualitative and quantitative inputs, across five measurement categories:

  • Buyer intelligence: direct buyer research and interviews

  • Inbound quality: the pattern within inbound enquiries

  • Shortlist performance: win/loss analysis

  • Brand signals: search, traffic and referral behaviour

  • Market conversation: qualitative input from sales

  A MicroPulse is a condensed assessment that is ideal to run when you haven't got the time or resources for a full Pulse. We often use it to run separately on individual service lines too, where running several Pulses would be unwieldy. A MicroPulse runs on brand signals and market conversations only.

• Can I trust the scores?

  For every Pulse or MicroPulse, a Pulse Quality score is also calculated. This is a short self-assessment that takes no longer than 10 minutes to complete. It asks questions that determine the quality of the data that has been captured.

  For example, you might not have a detailed and consistent buyer interview programme within your business, so when capturing this data for a Pulse, it might not at the level you would ideally want. The important thing is that some data is often better than no data. The Pulse Quality score simply gives you a way to be accountable for the measurement process. It gives you internal credibility and a reason to build these programmes in the first place.

  Don't capture where leads are coming from in your CRM? The Pulse Quality will pick up on that and encourage you to make it an organisational fix. These are useful activities for marketing to own or, at least, to champion.

• How can I implement Shortlisted at my business?

  Shortlisted is a methodology and there are several ways you can work with it.

  1. Implement it yourself based on the guides and resources we have made available

  2. Work with us to train you on the methodology, but you will lead the implementation within your business

  3. Work with us to fully embed Shortlisted into your business. We'll handle everything, from start to finish.

  If you're interested in running the Shortlisted methodology within your business, fill in the contact form and we'll jump on a short call to discuss.

• How was Shortlisted created?

  Collectively, we've been working in B2B brand and marketing for over 60 years. Shortlisted is the culmination of our deep expertise in service business brand building. We've built the methodology on a rigorous measurement framework and a drive to make brand a commercially relevant asset.

  We spent nearly two years developing this methodology internally, running it against multiple client projects and stress-testing the foundations before rolling it out to the public.