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DemandLab - Info-Sheet - Maturity Model

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e contact@demandlab.com www.demandlab.com Founded in 2009, DemandLab is an award-winning consultancy and Marketo Partner that specializes in creating powerful lead lifecycle, user experience, and customer relationship strategies. Our technical delivery team includes Marketo Certified Experts, Marketo Certified Solution Architects, Marketo Consulting Certified and Revenue Cycle Explorer Certified (both advanced partner certifications) members, Marketo Champions, and a combined four decades of marketing technology leadership experience. DEMANDLAB MARKETING MATURITY MODEL LEVEL 1 Reactive LEVEL 2 Campaign-focused LEVEL 3 Metrics-driven LEVEL 4 Revenue-aligned LEVEL 5 Growth driven Overwhelming Fear and indecision are delaying the adoption of automation and analytics. Disconnected Technology supports participation in siloed marketing activities. Connected Marketing performance is tagged and tracked. A CRM collects customer data. Integrated Valid data and records flow between automation and CRM technologies. Architected Technology integrations are engineered for efficiency and impact. Insular Content is created in response to internal requests, not customer needs. Planned Content creation is planned to support marketing activities and cadences. Targeted Unique content is created and distributed for specific market segments. Aligned Content is aligned to a multi- channel, multi-stage customer journey. Optimized Content is micro-targeted, optimized, and attributed to revenue generation. Inaccessible Data is kept in silos and spreadsheets or not collected at all. Haphazard Data is collected at multiple points, but doesn't tell a consistent story. Organized Metrics are strategically selected and multi-platform data is centralized. Governed Data models assess the impact of specific activities on the pipeline. Predictive Data models predict the pipeline and prevent challenges and bottlenecks. Nonexistent Customers are not supported to learn or convert. Sporadic Customers are engaged through discrete campaigns. Aligned An integrated, measurable journey spans marketing and sales. Connected The journey has a measurable impact on revenue. Customer-Centric The journey supports customer success and revenue optimization. None Reporting is non-existent, ineffective, or untrustworthy. Discrete Campaign activity can be measured in terms of customer engagement. Operationalized Cost per acquisition can be calculated for different channels and campaigns. Automated Reporting supports multi-touch attribution, and dashboard visualization. Insightful Reporting supports opportunity and revenue modeling and forecasting. Reactive Decisions are based on what has always been done or what competitors are doing. Tactical Decisions are guided by campaign performance metrics such as clicks and conversions. Informed Decisions are informed by the analysis of past performance and ROI. Strategic Decisions are more dynamic and based on revenue generation and forecasting Consultative Marketing plays an integral role in setting cross-functional business strategies. Marketing Capabilities Tech Content Data Journey Reporting Decisions Marketing Outcomes What's your marketing maturity profile? We'll help you build it. Contact us at contact@demandlab.com.

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