Marketing maturity model, assessment and roadmap for all facets of your marketing organization. An accountable, aligned, and agile marketing department is necessary for ongoing customer experience excellence. http://MOpartners.com/marketing-maturity-mobilizes-mojo/ www.MarketingFutureForum.com

1. Webcast with Q&A
Journey to Marketing Maturity
12 February 2016
Transforming Marketing as a value center through accountability, alignment & agility

2. What is Marketing Maturity, Really?
© 2016 Marketing Operations Partners LLC. All Rights Reserved.
1) Most maturity models are silos
2) Maturity is in the eye of the beholder: judged by customers and C-team
3)
accountable + aligned + agile
3) Maturity recognizes inter-related facts of nature
2

3. Marketing Maturity is a Journey
© 2016 Marketing Operations Partners LLC. All Rights Reserved.
1) Stepping stones in each building-block, for each phase
2) All building-blocks’ basic stepping stones = Phase A
3) After establishing Phase A, grow to Phase B
3
Activating
the System
Building
Maturity
Sustaining
Momentum
Stage A Stage B Stage C
SteppingStones
SteppingStones
SteppingStones
Ecosystem
Strategy
Guidance
Process
Metrics
Technology
Infrastructure
Maturity
Building-Blocks

4. Marketing Maturity is About Connecting & Flowing
© 2016 Marketing Operations Partners LLC. All Rights Reserved.
1) Connect Phase A Ecosystem + Strategy + Guidance + Process +
Metrics + Technology + Infrastructure as a sequential flow
2) Start with stakeholders (ecosystem) to inform the flow
4
Activating
the System
Building
Maturity
Sustaining
Momentum
Stage A Stage B Stage C
Ecosystem
Maturity
Building-Blocks
Know the WIIFM
for customers,
channel partners,
alliance partners
Monitor their WIIFM
. . .
Know the WIIFM
for fellow depts.,
divisions,
account teams,
support functions
Monitor their WIIFM
, , ,
Know the triggers,
consequences,
& integrations
of all stakeholders
Educate suppliers
& fellow stake-
holders
. . .Strategy Basics Expand Anticipate

5. Marketing Maturity Breakthroughs
© 2016 Marketing Operations Partners LLC. All Rights Reserved.
1) Annually assess key areas across the building blocks
2) Sequential ratings: 0  1  2  3  . . . .
3) Reveals opportunities that would have been overlooked
5
0
1
2
3
4
5
6
7
8
9
10
Management
Commitment
0 = No recognition
of need for
executive
sponsorship
Holistic
Approach
Deployment Results
0 = No evidence of
holistic approach
0 = The process
may be defined,
but there is no sign
of implementation
0 = No evidence
of results, or too
early to see results
10 = Management
is totally committed
to customer
satisfaction and to
the process being
an industry
benchmark
10 = Comparisons
are used with other
world-class
processes to
maintain position
as an industry
benchmark
10 = Strong links to
customer and
supplier processes
and systems are in
place
10 = Is regarded
as an industry
benchmark with
excellent
improvement
trends

6. Enabling productivity, efficiency and scalability for Marketing’s rapid growth
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