A holistic growth strategy is a lot like the human body. Independent systems that rely on each other to function. Using this analogy, you can think of the website as the HEART and the CRM as the BRAIN.

If these two systems aren’t connected… there is no LIFE.

The truth is, Botrista’s marketing ops is currently on life support (and doesn’t know it).

Overall Grade: D

Grade Opportunities How to solve
Website to CRM connection D 1. Forms are not updating salesforce
  1. No lead routing (cluster based) | | | Website UI/UX | C- | 1. Lead capture pages not using primary domain, not mobile friendly, and not tracking
  2. Response time over 24 hours
  3. No autoresponder email | | | Website Tracking and Analytics | F | 1. Nearly no use of Google Analytics
  4. No A/B testing pages for CRO
  5. Current Wordpress setup doesn’t allow simple integration with google analytics

| | | Email Deliverability | D+ | 1. All emails from Salesforce go to spam (update DNS records) 2. Cold outbound emails containing tracker domain like file.botrista.com go to spam | | | Account Based Marketing | D- | 1. No use of vertical specific retargeting 2. No intent based ad spend strategy 3. Generic ads = unqualified leads 4. Landing page copy lacking | | | Content Creation | D | 1. Lack of vertical specific educational content including case studies 2. New content isn’t used in advertising | | | Advertising | N/A | Assumption 1: No A/B Testing Assumption 2: No vertical specific retargeting Assumption 3: Use of tracker domain pages | | | Budget Allocation | D- | 1. Spend on top of funnel without a backend system to support (form to salesforce lead routing) 2. No intent based ad spend strategy (retargeting) | | | Project Management | D- | 1. Multiple pivots within a single sprint = lack of strategy 2. Lack of clear project prioritization and it’s meta influence on the org. 3. Strategy and timelines not coming from those with experience 4. Team picking tech stack lacking experience | | | Tech Stack | B | 1. Implemented SF without a resident expert = slow dev 2. Not intelligently integrated (for 2025) across our website, salesforce, clickup, support | | | Team | C- | 1. No resident salesforce expert = slow dev time 2. No direct MarTech experience (Director level+ = unrealistic misdirected goals, unsure tech stack selection, and misuse of budget 3. Culture of sprint > system = infinite sprints 4. More Managers than Doers 5. Current Team alone can not fulfill the needs listed 6. Great ideas without a leader that understands how to prioritize them and why. | |