B2B Marketing Questionnaire for Arterra

If you are onboarding as our new client – WELCOME ABOARD.

This questionnaire will help gather the data we need to start your new marketing campaign.

If you are submitting this to give us more information – Awesome.

This questionnaire will help gather data we need to learn more about your business and industry.

Arterra Questionnaire

Business Objectives

Short-Term Goals:

Current initiatives or urgent challenges that require immediate attention

Specific metrics or KPIs (e.g., conversion rate, e-commerce sales, site performance) you’d like to improve

Long-Term Goals & Vision:

Where you see Arterra’s digital presence and e-commerce channels in 3–5 years

Desired functionality or features that will help Arterra remain competitive and innovative

Challenges and Pain Points

Technology or marketing hurdles your brands are facing (e.g., inconsistent user experiences, siloed customer data, complex workflows)

Any specific concerns about transitioning multiple brand sites into a single hosting or CRM ecosystem

Technology & Integration

Current Tech Stack Details:

Could you provide a high-level overview of the technologies and frameworks used across each brand’s website (front-end and back-end)?

Which systems (CMS, eCommerce platforms, CRM tools) are mission-critical?

Wine Direct Usage & Integration:

How deeply is each brand currently integrated with Wine Direct (e.g., product catalogs, inventory syncing, order fulfillment)?

Are there any immediate pain points or limitations with Wine Direct that you want us to address?

CRM Preferences & Constraints:

Have you already committed to Salesforce, or are you open to exploring other CRM options if they better meet your requirements?

Are there existing Salesforce licenses or modules (Sales Cloud, Marketing Cloud, Service Cloud) in use by any Arterra brand?

Security & Compliance:

Are there specific compliance requirements (e.g., PIPEDA in Canada, PCI-DSS for e-commerce) or corporate IT security standards we need to adhere to?

Marketing & E-Commerce Strategy

Sales & Growth Targets:

What are your e-commerce revenue or growth targets over the next 3–5 years for each brand or the portfolio as a whole?

Which channels (online store, D2C, retail distribution, subscription clubs) are prioritized for expansion?

Brand Distinctions & Overlaps:

Are there any brands that share target audiences or have overlapping product lines, leading to confusion or duplication of efforts online?

How do you envision the digital presence of individual brands evolving—will they remain distinct sites, or do you plan to consolidate?

Current Marketing Efforts:

What kind of marketing campaigns (email, social, paid ads, influencer, etc.) are in place now, and which platforms or tools do you use to manage them?

Are there any underperforming channels or campaigns that you’d like us to audit?

Data & Analytics

Key Performance Metrics:

Which metrics (e.g., conversion rates, average order value, customer lifetime value, repeat purchase rate) are most important to Arterra?

Is there a standardized approach to tracking and reporting these metrics across brands?

Current Data Flow & Challenges:

How is customer data currently collected, stored, and analyzed for each brand?

What issues or inefficiencies are you seeing (e.g., data silos, duplicate customer records, inconsistent reporting)?

Future Reporting & Analytics Needs:

What types of analytics dashboards, forecasting tools, or real-time reports would best help you monitor performance and spot opportunities?

Do you envision a single data warehouse or BI solution that consolidates insights from across all brands?

Stakeholder Involvement & Governance

Key Decision-Makers & Influencers:

Which departments or roles need to approve major technology or marketing decisions?

Are there separate brand managers, and do they have autonomy over website changes or marketing budgets?

Governance Structure:

How does Arterra typically handle cross-brand initiatives? Is there a central digital/e-commerce team, or do individual brands manage their own online presence?

Do you anticipate needing a centralized governance model for technology, content updates, and marketing campaigns?

Change Management & Training:

What is your expectation for staff training on new systems or processes?

Do you have an internal champion or technical lead who can work closely with Mediaforce to facilitate adoption?

Timeline & Budget Considerations

Short-Term & Long-Term Phases:

Do you have any immediate deadlines—like upcoming product launches or busy seasons—that might affect project scope or rollout?

Over the next 3–5 years, how do you see this technology and marketing transformation rolling out in phases?

Budget Range & Prioritization:

Are there fixed budget constraints for the initial phase (e.g., hosting consolidation, quick tech fixes) versus longer-term projects (CRM integration, AI-driven marketing)?

Which deliverables or improvements are highest priority for 2023/2024, and which can be scheduled for later?

Additional Notes

Future Acquisitions or Brand Expansions:

Is Arterra planning to acquire more wine brands or expand internationally? If so, how should we account for that in our architecture?

Metrics for Success:

Beyond revenue, is Arterra looking at brand awareness, consumer engagement, or loyalty program growth as success indicators for this project?

Content & Localization:

Do any brands target different regions or languages, requiring multi-site or multi-language support?