Same questions. Different answers. That's the strategy gap.

The Kiltr Index asks a client's leadership and marketing team the same 45 questions across the nine pillars. It scores both sides and shows where they misalign. That misalignment is where the strategy conversation starts. The Kiltr Index puts a number on what is out of kilter.

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Benchmark Alignment in Kiltr: the C-Suite and Marketing polygons on one radar, with the gap by pillar ranked beside it and Position at plus 40 points
5,000+businesses already successfully benchmarked
45questions to ask your clients most agencies never do
9pillars that together cover every part of a marketing strategy
4question streams sized to the business, from start-up to corporate

View the strategy gap in multiple ways.

Two shapes. One strategy gap per pillar.

Leadership is one shape on the radar. Marketing is the other. When leadership scores position 85 and marketing scores it 45, the strategy gap is clear. That's the first thing you and your client sees.

  • Every pillar scored for both sides
  • Ranked widest first, in points
  • The same order on the chart, the table and the Strategic Marketing Assessment
LeadershipMarketing
Widest gap · Position
40 pts

Four people are enough to show a gap.

Everyone sees the business differently. Four people are enough to prove it. Each gets their own line on the chart, so you can see exactly where their views part company, pillar by pillar.

  • Every respondent shown on their own
  • The band shows how out of kilter or aligned the room is
  • Add teams later without asking anyone again
Spread, highest to lowestMarcusYvonneDerekIris

Add sales and procurement. The lens widens.

Compare up to five teams. The gap on each pillar is the distance between the highest team average and the lowest. Each team you add shows more of the business, measured the same way.

  • Move people between teams without losing their answers
  • See which team is out on its own
  • Every team named on the chart, table and report
ProcurementMarketingSales

Nine pillars. One method since 2009.

The same nine areas, in the same order, for every client and every round. Read together they show how a business goes to market today. Run it again and you see what's changed

PillarWhat it measuresA question it asks
PositionWhere the business sits and why it winsDoes leadership agree on the three markets that matter most?
CapabilityWhat the marketing team can deliverDoes the marketing team have the skills the plan depends on?
ChannelWhere customers are foundDo you know which channels bring customers in?
Buyer's journeyHow a customer gets from need to purchaseDo you know how your customers buy from you?
CommunicationWhat is said, where and how oftenIs there one consistent message, everywhere?
Starting conversationsHow new demand is createdIs there a reliable way new conversations begin?
Product & serviceWhat is sold and how it is packagedIs what you sell packaged the way customers want to buy it?
Client managementHow customer accounts are grownIs there a plan to grow each account?
Client serviceHow customers are looked afterDo you know what customers think of the service they get?

Nobody chases. The platform does.

Every respondent gets a personal link. Answers save as they go. Kiltr sends the reminders and tells you who's stuck. You watch the answers come in on one screen.

  • Sent, opened, started and completed, side by side
  • The personal link is the only way in
  • Anything that needs you shows up as a task, not a report
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Survey Invites in Kiltr: counts for sent, opened, clicked, started and completed, and a table of respondents across two clients with each invitation's status

Built for busy leaders with ten minutes between meetings.

One pillar per screen. Plain language. A progress line across all nine. Questions about the respondent come at the end, never the start.

  • Saves as you go, so it can be finished later
  • Each pillar explains itself before it asks anything
  • Three plain answers option. No scales to decode
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The Benchmark questionnaire as a respondent sees it: pillar four of nine, Buyer's Journey, with a progress line, an explanation of the pillar and three plain answers to choose from

A strategy gap you can defend in the room.

Under 10 points is aligned. 10 to 25 is moderate. Over 25 is out of kilter. The rating sits on the chart, in the table and in the report, next to the wider benchmark. "Wider than 88% of businesses" is hard to argue with.

  • Every pillar shows its rating and both scores
  • Widest first, so the agenda writes itself
  • Open a pillar to see the questions behind the gap
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Gap by pillar in Kiltr: all nine pillars with their point gaps and severity bands, from Position at plus 40 marked wide down to Client Service at plus 3 marked aligned

See the Kiltr Index run. With you.

Book a 30-minute insight session. We run the Kiltr Index with you, then show you what a Strategic Marketing Assessment could look like for your clients.

Book an insight session See the Strategic Marketing Assessment