The document outlines a CRM program maturity model with four stages: undefined, progressive, mature, and world-class. Each stage describes the management of opportunity funnels, lead sources, sales processes, success metrics, and opportunity win rates, progressing from minimal to integrated systems. The ultimate goal is to achieve a repeatable and measurable sales process with a high opportunity win rate of over 20%.

1. STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
No CRM System
Reps Manage Opportunity
Funnel in Excel or Not at All
Lead Sources Are Unknown
Sales Process Is Not Defined
Success Metrics Are Unknown
and Not Tracked
Opportunity Win Rate Is Less
than 10%
Contact Database Used
Reps Manage Opportunity
Funnel in Contact Database but
Reporting is Inaccurate
Some Lead Sources Known
Sales Process Defined but Not
Mapped to Buying Process
Success Metrics for Top
Performing Reps Are Known
Opportunity Win Rate Is 10-15%
CRM System in Place
Reps Manage Opportunity
Funnel in CRM System
Lead Sources at Mostly Known
Sales Process Is Mapped to
Buying Process and Opportunity
Funnel in CRM
Success Metrics Tracked
Opportunity Win Rate Is 15%+
CRM System Integrated with
Other Business Applications
Opportunity Funnel is Accurate,
Ability to Forecast
Lead Source Tied to Sales to
Determine Campaign ROI
Sales Process is Repeatable
and Measurable
Success Metrics Are Managed
Closely to Get Reps Performing
Opportunity Win Rate is 20%+
CRM PROGRAM
Maturity Model