World Class Marketing Maturity Model


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Your Problem

You need to understand where your organization sits in the spectrum of Marketing maturity. You also want to know how to move from one level of maturity to the next.

Our Solution

Our World Class Marketing Maturity Model is designed to help organizations improve their content marketing capabilities by providing a defined road-map. The model provides 4 stages of organizational maturity, which are:
- Undefined
- Progressive
- Mature
- World-Class

Additionally, it evaluates 7 components of Content Marketing, as follows:

- Orientation
- Leadership
- Staffing
- Budget
- Processes
- Systems
- Metrics

Key Benefits:
- clearly organizes core initiatives for each component
- outlines maturity for 7 different core components of marketing
- allows you to understand where your organization's capabilities for marketing stand
- helps you learn how to move from one level to another
- offers key metrics that will help measure your success

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Published in: Marketing

World Class Marketing Maturity Model

  1. 1. World Class Marketing Stage 1: Cost Center Stage 2: Revenue Neutral Stage 3: Revenue Contributor Stage 4: World-Class Orientation Very reactive; Operational; Not strategic; No plan Still Reactive with some campaign planning; No strategic plan Working from a strategic Marketing plan and campaign plans Marketing plan aligned with and driving business planning Leadership No senior leadership in Marketing; Possibly a Marketing or Program Manager Director of Marketing with Project or Program Managers VP, Director of Marketing and Program Managers CMO, VPs, Directors, Managers and Program Managers Staffing Informal roles & responsibilities; No job descriptions Basic job descriptions in place, but they are rarely updated Job descriptions & performance reviews are done regularly CMO compensation tied to revenue & marketing performance Budget No budget exists; Spending is ad hoc A small budget exists for items, such as tradeshows A budget exists and business cases are created to justify spend Budgeting is connected to revenue growth targets Processes No processes; Activities done ad hoc; Reactive in nature Activities are repeatable and some processes are defined All processes are defined and some measurement in place All processes are defined, measured, managed and optimized Systems Minimal marketing technology in place Legacy customer database or CRM system; Email Marketing CRM, Marketing Automation with some integration All systems are fully integrated; Analytics & business intelligence are available Metrics No marketing metrics, but rather a focus on advertising (# of impressions, # of ads, etc.) Operational metrics, such as open rates, click-thrus, registrations, etc. Metrics for cost per lead (CPL), renewal rate %, and # of sales qualified leads created Metrics for customer lifetime value (CLV), brand equity, cost to acquire and ROI World Class Marketing Maturity Model