Strategic Assessment 


Daymark supports clients’ strategic planning efforts by analyzing internal company performance and market positioning. Daymark has extensive experience identifying and evaluating specific operational improvements including sales force / marketing effectiveness, company performance / strength of customer relationships, and competitive intelligence.  Typical engagements may answer the following questions:


Company Performance / Strength of Relationships

  • What is the strength of the company's customer relationships? 

  • What does the company do well?  Are there suggestions for improvements?

  • How likely are customers to continue to use the company's services / products? 

  • What could drive a switch to a competing provider?

  • What have been the implications of the above to the company's positioning?


Performance Gap Assessment

  • What explains recent company performance – market contraction or share erosion?

  • Which segments (end markets or products / services) are vulnerable / better poised?

  • What are the major external threats to the company’s business / industry?  Has / how has the company been addressing these threats internally?

  • What near and long-term steps can the company take to improve position and trajectory? 


Sales and Marketing Prioritization

  • Which customer segments and channels to serve represent the best opportunities for success?

  • What are the key requirements and threshold capabilities to serve?

  • Predictive revenue modeling - what is potential available revenue by account?

  • How effective are the company's sales and marketing efforts?

  • How can the company improve its sales force effectiveness and / or marketing efforts?


Competitive Intelligence

  • Are there new competitors entering in the market? What is their go-to-market strategy?

  • What is the threat from offshore competitors?

  • How does the market think the company matches up against its competition - strength, weaknesses, and performance?

  • What are best practices / top performance in the market?


Market Influence

  • The identification and evaluation of market trends / factors and impact on opportunities in the market including, but not limited to, the following:

-  New or imminent technologies

-  Regulatory / legislative trends

-  Demographics

-  Economic trends

-  Pricing growth


Engagement Details

  • Projects typically take 4-8 weeks to complete – although timing is flexible based on the scope of the effort.

  • Daymark develops findings through conversations with market participants

    and industry experts, as well as desktop-research for publicly available data.

  • Engagements include:

    • Acquisition Screens - Daymark rank orders acquisition targets based on several criteria – including direct conversations with potential target executives

    • Industry Overviews - overviews include analysis of market size and trends, competitive map, value chain, and decision process


Sample Case - Strategic Assessment



  • The client, a manufacturer of building products for residential and commercial constriction, has suffered from declining sales in its core construction markets in the prior two years.

  • The causes of the decline are unclear as the market is reportedly posting steady growth overall.  

  • Daymark was engaged to reassess the company’s market positioning by both geography and segment as part of the company’s strategic planning process.

Key Issues


  • What is the market size and growth outlook for the company’s building products by both end market and geography?

  • How is the company positioned in these markets?  Has the company been gaining / losing share in any markets?

  • What are the sales strategies and marketing efforts by the company for each of these markets, respectively?

  • How are the company’s sales strategies and marketing efforts perceived across the target markets?

  • In what types of construction are they likely to be included in specifications by designers / architects / builders?

  • What prevents these decision makers (including customers) from giving the company more business?

  • Who are the key competing players?  What are their sales strategies / marketing campaigns to the higher growth end markets?  

  • What are the recommended strategic actions to improve the company’s growth prospects?

  • The fact base was developed through a variety of sources including direct market feedback with end users / customers, competitors, internal managers / executives, and a variety of market experts and analysts.

  • Daymark also compiled data from a variety of construction industry forecasts and data.



  • Daymark’s report provided the client management team with an evaluation of the effectiveness of the company’s sales and marketing efforts, competitive positioning, and a prioritized view on the most attractive end markets for future growth.  

  • These findings enabled the company to develop new priorities for a 5 year strategic plan.  Daymark was retained to evaluate strategies to pursue growth in 3 of the higher priority end markets going forward.



Daymark has conducted Strategic Assessment services across many different industries


Contact us to learn more about our Strategic Assessment engagements.