Strategic Themes Questionnaires- Info and Creation Process

Strategic Theme Questionnaires Overview:

Strategic Theme Questions (STQs) are specialized questions designed to capture deeper, more targeted insights than standard review questions. By focusing on a vendor’s specific competitive differentiators, new features, and key performance metrics, STQs allow reviewers to provide high-value content that directly supports a vendor’s strategic goals. These responses often serve as powerful fodder for marketing campaigns, as they offer authentic validation of the specific benefits a vendor wants to highlight in the marketplace.

To develop these questions, the team pulls information from vendor questionnaires, emails, or recorded discovery calls. Ideally, vendors provide details on differentiating features, recent updates, valuable data points, and common sales objections, along with "ideal" customer quotes for each. While the quality of this input varies, the goal is to strike a balance: if a vendor provides too little information, more is requested; if they provide too much, the team works with Customer Success to prioritize the most impactful topics to ensure the review remains concise and effective.

The newly approved STQs will save under the product. There are times you  may want to tweak the wording of the question. The questions can be edited from this page as well. From the Product page, click on the "gear" icon which will show the "Admin Only" menu. Click "Edit Product":

Once on the Product edit page, click the three circles to open a new menu:

When the menu opens, click the "Strategic questions" option:

This will open a page will show all strategic questions- even from past campaigns. It also provides the option to edit, delete or mark the question "inactive". 

Once all questions have been created, and edits have been made, return to the Admin page and click the "Custom Questionnaires" link:

Once on the Custom Questionnaires page, type in the product name and choose the product from the list: 

Once the correct product has been selected, choose the correct campaign from the dropdown:

Select the questions you wish to include in the STQ and click "Save custom questionnaire":

Once the questionnaire is created, the order of the questions will need to be confirmed. In order to move the order of the questions within the questionnaire, look at the left side of the page to search all STQ by product:

Once the proudct appears, click the "view" icon:

THe STQ will appear on the right side of the window. There are a few options once the STQ appears (as you can see in the blue square). From clicking the image in the orange square, you can drag the questions into a different order. The trash can (in the purple square) will allow you to delete a question from a STQ. 

Once changes are made, there is no reason to save, it saves automatically. 

If a program requests to use the same STQ as a previous campaign, first find the STQ on the Custom Questionnaires page

After opening the questionnaire, click the "duplicate" option

You will be prompted to select the proper campaign 

Scroll all the way to the end of the right pane and select "Save custom questionnaire"

After a STQ is created, ensure it appears on the campaign page:

Next, download the STQ (which will send a link to your email). While its being sent to your email, click on the link to the salesforce opp from the campaign page:

Next, open the STQ and copy the link to the STQ into the field in SF called "Strategic Themes Questionnaire"

Paying attention to the generated STQs is very important. It somtimes omits some of the standard questions, or even repeats them, as shown below. If a question is omitted, the STQs needs to be regenrated. If there are repeat quesitons, simply click the trash can icon to delete the question.