{"id":1511,"date":"2011-05-23T14:26:53","date_gmt":"2011-05-23T12:26:53","guid":{"rendered":"https:\/\/chapmanbright.com\/?post_type=resources&#038;p=1511"},"modified":"2025-11-17T12:41:12","modified_gmt":"2025-11-17T11:41:12","slug":"model-marketing-maturity-growth-model","status":"publish","type":"resources","link":"https:\/\/chapmanbright.com\/nl\/resources\/other\/model-marketing-maturity-growth-model\/","title":"Model: Marketing Maturity Growth Model","content":{"rendered":"","protected":false},"parent":0,"template":"","cb_resources_category":[91],"class_list":["post-1511","resources","type-resources","status-publish","hentry","cb_resources_category-other"],"acf":{"banner":3959,"title":"Model: Marketing Maturity Growth Model","text_overview":"In recent years several models have been developed to measure the maturity of marketing within an organization. But the dimension with growth potential remains underexposed or blurry. ","image":3959,"button":"","components":[{"acf_fc_layout":"layout_textblock_full","background":"grey-light","title":"","text":"<em>This article reflects Chapman Bright\u2019s earlier focus on Marketo and 'classical' marketing automation.\r\nToday we help B2B companies scale productivity with automation, AI, and agents. <a href=\"\/services\/pillars\/\">Read more<\/a><\/em>","button":null},{"acf_fc_layout":"layout_textblock_full","background":"none","title":"In recent years several models have been developed to measure the maturity of marketing within an organization.","text":"<strong>But the dimension with growth potential remains underexposed or blurry. There is also a lack of focus and measurability. So I went on a quest to create a new model.<\/strong>\r\n\r\n<span style=\"text-decoration: underline;\">Axis<\/span>\r\n\r\nThe horizontal axis indicates the maturity. The maturity is divided into five stages: Ad-Hoc, Repeatable, Defined, Managed, and Optimizing. The vertical axis represents the (financial) value for the business.\r\n\r\n<span style=\"text-decoration: underline;\">Growth<\/span>\r\n\r\nThe growth lies in the combination of the two axis. The growth curve can be recognized as a s-curve from the 'old' marketing literature. \u00a0In the beginning growth is slow and the effort is high. \u00a0After this, everything has accelerated (little effort, lots of impact). \u00a0In the end it is becoming increasingly difficult to achieve additional value.\r\n\r\n<span style=\"text-decoration: underline;\">Circles of Focus Areas<\/span>\r\n\r\nThe circles in the model are the focus areas of the model (these could possibly be extended). The size of the 'filled' circles stand for the internal focus \/ attention that the company has on the focus areas. The size of the 'empty' circles stand for the attention \/ focus for the next period in the growth plan in order to mature. The five focus areas are: Communication, Channels, Sales, Customer Insight and Marketing Intelligence.\r\n\r\n<span style=\"text-decoration: underline;\">Company Profile<\/span>\r\n\r\nThe gray area between all areas is the \"position\" that the company holds. The model can be used as a quick scan or for more organizations to be compared.\r\n\r\n<span style=\"text-decoration: underline;\">Other<\/span>\r\n\r\nThe growth curves are always focus towards the growth curve (s-curve). This balances business value, effort and focus in\u00a0 a reasonable way. All values are obtained by a questionnaire (answers in scores).\r\n\r\n<img class=\"alignnone size-medium wp-image-1512\" src=\"https:\/\/chapmanbright.com\/wp-content\/uploads\/2019\/05\/Marketing-Maturity-Growth-Model-1024x538-300x158.png\" alt=\"\" width=\"300\" height=\"158\" \/>\r\n<table class=\"allwidth\">\r\n<tbody>\r\n<tr>\r\n<td class=\"twocol top\">\r\n<h3><strong>Maturity<\/strong><\/h3>\r\n&nbsp;\r\n\r\n<strong>Ad Hoc\r\n<\/strong>Marketing is carried out in a chaotic manner. This often means that there's no marketing department. Often agencies are used for incidental work. Marketing is more luck than skill.\r\n\r\n&nbsp;\r\n\r\n<strong>Repeatable<\/strong>\r\nProcesses are repeatable. There are often a few people involved with marketing and some methods are archived. One can reasonably make decisions for future action, based on past results.\r\n\r\n&nbsp;\r\n\r\n<strong>Defined\r\n<\/strong>Marketing processes are well established within the organization. A marketing department has several areas of expertise.\r\n\r\n&nbsp;\r\n\r\n<strong>Managed\r\n<\/strong>Marketing has a prominent role in the organization. Results are monitored and adjusted if necessary. Marketing works with dashboards and key performance indicators (KPI).\r\n\r\n&nbsp;\r\n\r\n<strong>Optimizing\r\n<\/strong>This is the fine tuning. One can improve detailed processes in a specialized way. The management has no management information, but management insight!\r\n\r\n&nbsp;<\/td>\r\n<td class=\"twocol top\">\r\n<h3><strong>Focus Areas<\/strong><\/h3>\r\n&nbsp;\r\n\r\n<strong>Communications<\/strong>\r\nThe way of communicating. e.g. Thought Leadership, Outside-In, Content, Structure, Timing, and Relevance.\r\n\r\n&nbsp;\r\n\r\n<strong>Channels<\/strong>\r\nUse of channel, multichannel, channel selection, channel adolescence, target audience relative to channel, and interaction.\r\n\r\n&nbsp;\r\n\r\n<strong>Sal<strong>es<\/strong><\/strong><strong>enablement<\/strong>\r\nThe way marketing 'blends' with sales. Are there bidirectional services level agreements (SLA) with sales? Things like aarketing automation, leadnuturing, and campaigning.\r\n\r\n&nbsp;\r\n\r\n<strong>Customer Insights<\/strong>\r\nThis has everything to do with (social) CRM, but also with outside-in thinking and knowing what moves or engages the customer.\r\n\r\n&nbsp;\r\n\r\n<strong>Marketing Intelligence<\/strong>\r\nWhat is the competition doing? How is the market organized? From looking at the past to forcasting for the future. Understanding opportunities and threats.\r\n\r\n&nbsp;\r\n<h3><strong>Business Value<\/strong><\/h3>\r\n&nbsp;\r\n\r\n<strong>Low, Medium\u00a0and High<\/strong>\r\nThe way focus areas contribute to the business, financially.\r\n\r\n&nbsp;<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n&nbsp;\r\n<h3><strong>Questionnaire for a quickscan<\/strong><\/h3>\r\nWhat do you need to determine the business value and maturity for the focus areas? By means of a questionnaire a score can be assigned to all areas. Do you want a quick scan? Contact Diederik Martens to make an analysis of your organization (maybe compared to some competitors) and to set up a customized growth.\r\n\r\n&nbsp;\r\n<h3><strong>Issues with the model<\/strong><\/h3>\r\n<strong> Measurability of business value<\/strong>\r\nMeasuering in Low, Medium and High leaves room for interpretation. The problem lies in the fact that marketing ROI is difficult to measure and report. It is difficult to measure to what extent campaigns, channels, and so forth (financially) contribute\u00a0 to the business. This can be illustrated with the following example: There's not just one marketing activity that leads to buying a software package, but it's a combination of activities (e.g. events, sales visit, e-mail). But to what extend does each of these activities contributed to the sale? By using software like Marketo, the contribution of all marketing activities can be allocated to a conversion.\r\n\r\n&nbsp;\r\n<h3>Potential updates for the model (26-5-2011)<\/h3>\r\nBesides\u00a0business value you can also considder other vertical axis like: customer value\u00a0or customer\u00a0engagement.","button":null},{"acf_fc_layout":"layout_title","title":"Some extra resource suggestions for you","subtitle":"by our content recommendation engine"},{"acf_fc_layout":"rtp","title":"You might also be interested in ","categories":["Blog"],"template":"template1"},{"acf_fc_layout":"layout_cta","title":"How to achieve growth?","subtitle":"The impact of marketing automation on business growth.","button":{"title":"Read more","url":"\/impact-marketing-automation-on-business-growth\/","target":""}}]},"acfml_non_translatable_locations":null,"_yoast_wpseo_primary_cb_chaploop_category":null,"_yoast_wpseo_primary_category":null,"_yoast_wpseo_primary_cb_resources_category":"","_oembed_93c4ee9e07cccdbab2160d89f51e0593":null,"_oembed_time_93c4ee9e07cccdbab2160d89f51e0593":null,"_oembed_895c57a59179d1bdcc0438a6aef65717":null,"_oembed_time_895c57a59179d1bdcc0438a6aef65717":null,"_oembed_a76e0da45bf1cb4c09bc985b193bb36b":null,"_oembed_time_a76e0da45bf1cb4c09bc985b193bb36b":null,"_oembed_d471c06fe0867c32a7c3cd67b5476e72":null,"_oembed_time_d471c06fe0867c32a7c3cd67b5476e72":null,"_oembed_3e251453af4bbbd696536d0acadba70c":null,"_oembed_time_3e251453af4bbbd696536d0acadba70c":null,"_oembed_609a8aa9fc83eb054ff7bc4d33a77773":null,"_oembed_time_609a8aa9fc83eb054ff7bc4d33a77773":null,"_oembed_69e7431aa03b88885898bf8bb28fb3a2":null,"_oembed_time_69e7431aa03b88885898bf8bb28fb3a2":null,"_oembed_1a7070c378b395415af4a19fb20df21e":null,"_oembed_time_1a7070c378b395415af4a19fb20df21e":null,"_oembed_55d4298c0fe3b359fd893e8424afe5ff":null,"_oembed_time_55d4298c0fe3b359fd893e8424afe5ff":null,"_oembed_f9c03bd9872da4d01788e5fab78083b5":null,"_oembed_time_f9c03bd9872da4d01788e5fab78083b5":null,"_oembed_ed31fabb7dfe0fd87fcb196f605adf8a":null,"_oembed_time_ed31fabb7dfe0fd87fcb196f605adf8a":null,"_oembed_f06b7516090267ff536179713f17601d":null,"_oembed_time_f06b7516090267ff536179713f17601d":null,"_oembed_e410f7495d0eaf4554919b3e5f478077":null,"_oembed_72a013d9dd3f2322671bc171fe3158ee":null,"_oembed_940f9a7b80afb0cbcc3ba55ead955b1e":null,"_oembed_06caf10aa2f40e07a7dc241ec9381e32":null,"_oembed_time_06caf10aa2f40e07a7dc241ec9381e32":null,"_oembed_3b19edfaec2ee2d35e9b030ef998c63e":null,"_oembed_time_3b19edfaec2ee2d35e9b030ef998c63e":null,"_oembed_4dbf01cda5d7c2b1d4e613889ea0ea41":null,"_oembed_790b310b2853f889f44a51704e8e43db":null,"_oembed_de0c2f3a9e579d82d9ba59d46c7d6f13":null,"_oembed_time_de0c2f3a9e579d82d9ba59d46c7d6f13":null,"_oembed_f6e83cecc2e9acb7d1ef17990035200a":null,"_oembed_time_f6e83cecc2e9acb7d1ef17990035200a":null,"_oembed_37f9de01864257564c01942ac642dd0a":null,"_oembed_time_37f9de01864257564c01942ac642dd0a":null,"_oembed_bb413565e8d54f815c41cfcbf8544000":null,"_oembed_time_bb413565e8d54f815c41cfcbf8544000":null,"_oembed_01c508667543a073acaa932efa5f40c3":null,"_oembed_time_01c508667543a073acaa932efa5f40c3":null,"_oembed_04cd44f1f3f9be9b6faab34a598e255f":null,"_oembed_time_04cd44f1f3f9be9b6faab34a598e255f":null,"_oembed_df22d986c96061734fee19868cf88af0":null,"_oembed_time_df22d986c96061734fee19868cf88af0":null,"_oembed_e10bab5640f3efd1a065332325fa1451":null,"banner":"106","_banner":"field_5c7651d015c5c","_title":"field_5c7651d015e12","components":["layout_textblock_full","layout_textblock_full","layout_title","rtp","layout_cta"],"_components":"field_5c61508b6fb90","_yoast_wpseo_focuskw":"Marketing Maturity Growth Model","_yoast_wpseo_title":null,"_yoast_wpseo_metadesc":"In recent years several models have been developed to measure the maturity of marketing within an organization. But the dimension with growth potential remains underexposed or blurry.","text_overview":"In recent years several models have been developed to measure the maturity of marketing within an organization. But the dimension with growth potential remains underexposed or blurry. 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