Use the Martech Maturity Model to better understand your buyers and for buyers to understand their martech stack roadmap. Updated for 2017.

1. THE MARTECH MATURITY
MODEL™
December 2016 Update
Josh Hill
MarketingRockstarGuides.com

2. Why are many martech stacks and implementations seen
as failures?

3. High Expectations
“It will align us and increase revenue! Just turn it on!”

4. CMO and CIO treat it like an IT Project
It is not.

5. Not using all the features.

6. Staff is untrained
Staff isn’t on board with the system’s concepts

7. Systems aren’t integrated

8. Teams not aligned on the business process
(Strategy!)

9. Business growth stage
Is this really the right system now and in the next year?

10. In just one year, full use of stack up to 54%...?
© 2016 Josh Hill marketingrockstarguides.com Source: Ascend2 Marketing Technology Survey Aug 2015, Oct 2016

11. More revenue and more leads are still the priorities for
marketers
Source: Ascend2 Marketing Technology Survey Aug 2015, Oct 2016© 2016 Josh Hill marketingrockstarguides.com
• 2016 did not ask all the
same questions.
• Marketing efficiency
actually less important
now, while Revenue and
Lead Gen even more
important than last year.
LeadMD in 2016 show 4% have
Predictive. Ascend2 2015 said 13%
thought it was a priority…
Vendor thought:
• Winners need to hit one or
both of these priorities
quickly. Realize your firm’s
vision for clients or face
churn.

12. LeadMD: marketers’ priorities are slightly different
Source: LeadMD, Oct 2016: https://www.leadmd.com/resource/2016-marketing-maturity-benchmark-report/
92%
Qualified Leads
66%
Pipeline velocity
42%
Campaign attribution

13. Better decisions, not tools are what marketers want
Source: Ascend2 Marketing Technology Survey Aug 2015, Oct 2016
52% 50%
More revenue More leads
13%
Want predictive tools
© 2016 Josh Hill marketingrockstarguides.com
57% 56%
More revenue More leads
33%
Improve business decisions
2015
2016

14. Yet marketers lack the metrics to make those decisions.
Source: LeadMD, Oct 2016: https://www.leadmd.com/resource/2016-marketing-maturity-benchmark-report/
38%
No lifecycle data
45%
Some lifecycle data
17%
Full lead lifecycle
Innovators Early
Adopters
Early Majority Late Majority Laggards

15. This is a journey. Good journeys take time.
• Achieve alignment
before tool selection
• Achieve alignment
before tool selection
• Do not expect
predictable revenue in
first 12-24 months.
• Expect mistakes in
choices of tools.
• Find good partners
internally and externally.
© 2015-16 Josh Hill MarketingRockstarGuides.com© 2016 Josh Hill marketingrockstarguides.com

16. THE MARTECH MATURITY
MODEL™
Success one step at a time

17. Stage 0: Marketing Transformation
Stage 1: Automation
Stage 2: Lead Quality Management
0 Month 12 Month 18 Month 24 Month 36
Stage 6:
Predictive Tools
The Martech Maturity Model™
Stage 3: Nurturing and Sales
Context
Stage 4: Funnel Visibility
Stage 5: Attribution and Allocation
© 2016 Josh Hill marketingrockstarguides.com

18. Stage 0: Marketing Transformation
Stage 1: Automation
Stage 2: Lead Quality Management
0 Month 12 Month 18 Month 24 Month 36
Stage 6:
Predictive Tools
Building capability is hard work
Moving from Stage 0 to
1 and 2 offer the
largest obvious ROI.
55% of marketers say they are
“improving marginally” (Ascend2)
82% missing or have flawed
Buyer Journey (LeadMD)
17% of LeadMD respondents here; 9
to 16% here in 2015 Ascend2.
4% using Predictive (LeadMD)
Stage 3: Nurturing and Sales
Context
Stage 4: Funnel Visibility
Stage 5: Attribution and Allocation
Source: Ascend2 Marketing Technology Survey Aug 2015; LeadMD Survey Oct 2016.© 2015-2016 Josh Hill marketingrockstarguides.com
34% of LeadMD respondents looking
at influenced Opps/Won
37% of LeadMD respondents are here.

19. Only 8% of respondents thought training was a high priority
in 2017

20. Stage 0: Marketing Transformation
Stage 1: Automation
Stage 2: Lead Quality Management
0 Month 12 Month 18 Month 24 Month 36
Stage 6:
Predictive Tools
Staff skill levels are on the adoption curve, lagging
behind the vision of vendors.
42% of respondents above
avg+ on Content Marketing.
27% said they were new to
MA skills
Only 3% of LeadMD respondents said they are at a “nirvana” skill
level with marketing automation. Where does that put their firm?
Stage 3: Nurturing and Sales
Context
Stage 4: Funnel Visibility
Stage 5: Attribution and Allocation
Survey Source: LeadMD Survey Oct 2016.© 2015-2016 Josh Hill marketingrockstarguides.com
52% say they are avg or
below with skills
18% say they are above
avg skills

21. Stage 0: Marketing Transformation
Stage 1: Automation
Stage 2: Lead Quality
Management
Stage 3: Nurturing and Sales
Context
Stage 4: Funnel Visibility
Stage 5: Attribution and Allocation
0 Month 12 Month 18 Month 24 Month 36
Stage 6:
Predictive
Tools
What about ABM?
ABM and Predictive cannot
help here since the Team
isn’t ready (nor the systems)
Add Plays and build up data
set for Predictive
ABM
range
Depends on Dataset and
Organizational capability.
Lead people to the
Commercial Insight
Improve visibility of which
Story works, who it works on;
where those people are.
Continuous practice and
alignment – ABM will require
TRULY TIGHT alignment
© 2016 Josh Hill marketingrockstarguides.com

22. Stage 0: Marketing Transformation
Stage 1: Automation
Stage 2: Lead Quality
Management
Stage 3: Nurturing and Sales
Context
Stage 4: Funnel Visibility
Stage 5: Attribution and Allocation
0 Month 12 Month 18 Month 24 Month 36
Stage 6:
Predictive
Tools
Stage development is a continuous effort
ABM
range
© 2016 Josh Hill marketingrockstarguides.com
36% of respondents desired better sales-marketing alignment,
but 73% thought Sales believed MQLs were below average.
Lead quality was #1 priority. (LeadMD) Clearly some disconnect
with alignment at many firms.
Survey Source: LeadMD Oct 2016.

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