CMM-Emarsys-ApexIT

Capability Maturity Model

Our proprietary Capability Maturity Model sets the foundation for a successful Digital Transformation by:

Creating awareness of the current state
Setting goals for future state
Providing insight to make recommendations

Take our 2-minute CMM Assessment to see where your organization stacks up.

Once submitted, you will receive the results in your inbox.

How sophisticated is your plan for integrating digital marketing to increase its business contribution?

INITIAL
• No defined plan or strategy
• No clear goals for digital contribution
• Limited prioritization of activities

MANAGED
• Some prioritization of digital marketing activities or simple digital plan
• Simple goals for site visitor growth
• Ad hoc marketing technology adoption

DEFINED
• Integrated multichannel marketing plan in place
• Digital Transformation program started (larger businesses)
• SMART goals with revenue-based funnel acquisition
• MarTech quality audited prioritized roadmap

MEASURED
• Some prioritization of digital marketing activities or simple digital plan
• Simple goals for site visitor growth
• Ad hoc marketing technology adoption

INNOVATIVE
• Integrated multichannel marketing plan in place
• Digital Transformation program started (larger businesses)
• SMART goals with revenue-based funnel acquisition
• MarTech quality audited prioritized roadmap

None

How effective and efficient is your process for using marketing communications to build website visits from target audience?

INITIAL
• No visitor acquisition plan or targets
• SEO not proactive Paid media limited
• Limited measurement of traffic sources

MANAGED
• Basic activity prioritization, but no channel-specific targets
• Proactive SEO
• Paid media planned; no defined allowable acquisition cost
• Volume & quality of visits tracked

DEFINED
• Budgeted acquisition plan with targets
• Managed SEO & paid media
• Dashboard of channel performance

MEASURED
• Ad hoc media optimization for placement, creative, and offer
• Media investment based on allowable customer acquisition cost

INNOVATIVE
• Paid media optimized programmatically
• Plan for testing new media options
• Cutting-edge SEO program
• Media investment based on lifetime value

None

How well are you exploiting online activity and community to develop brand personality and preference?

INITIAL
• Basic brand identity; brand benefits not communicated
• Online value prop not defined
• Paid media limited
• No personalization or localization

MANAGED
• Content localized to key markets, but still:
• Basic brand identity, brand benefits not communicated
• Online value prop not defined
• Limited personalization

DEFINED
• Effective online brand personality
• Online value prop defined & communicated
• Content localized to main target markets
• Still limited personalization

MEASURED
• Outreach Personalization
• Regular Social Media Audits
• Leveraging user-generated content

INNOVATIVE
• Optimized online brand personality & personalization
• Online value prop defined & communicated
• Optimized localization to main target markets using personalization

None

How well do your customer journeys and site design support visitors with persuasive content and brand messaging to drive consumers to purchase?

INITIAL
• No defined personas
• No content marketing strategy
• Paid media limited
• No analysis of journeys

MANAGED
• Outlined personas
• Some hero content & dedicated landing pages for lead gen
• Some idea of most effective content
• No A/B testing

DEFINED
• Specific content and mapping for key personas, but no personalization
• Call-to-actions adjusted to improve customer journeys
• Some ad hoc A/B testing (i.e. Landing Pages / Emails)

MEASURED
• Personalization across most relevant pages
• Content marketing & distribution optimized
• A/B testing program to increase lead generation

INNOVATIVE
• Personalization optimized across journeys
• Content marketing optimized
• AI and ML (machine learning) used to maximize lead generation

None

What tactics do you use to optimize your digital commerce strategy?

INITIAL
• Attempt to drive traffic to the site using outbound promotional tactics (email and in-store signs).

MANAGED
• Use of inbound (search, social and digital ads) and outbound (email, mobile messaging) to find and be found.

DEFINED
• All of the above tactics, as well as incentives (not just discounts) to drive new and repeat site visits.

MEASURED
• Focus on tactics, like reviews, to drive conversion (not just traffic) by enhancing the commerce experience.

INNOVATIVE
• Using real-time data and predictive analytics to trigger a marketing automation and customized commerce.

None

How effective is your website, Nurture Campaigns, and Social media / Ad retargeting activities supporting repeat customers?

INITIAL
• No welcome, nurturing, or paid retargeting
• Conversion funnel not optimized
• Offline sales not integrated (i.e. callback, call-tracking, live chat)

MANAGED
• Initial retargeting, (ie AdWords or Facebook only)
• Simple, single-step welcome email
• No personalization for returning visitors
• Improvements to conversion funnel

DEFINED
• Retargeting options used: AdWords, Facebook, Criteo
• Multi-step Welcome series and nurture
• Simple personalization for returning visitors
• Testing of conversions
• Integrated offline touchpoints

MEASURED
• Testing retargeting optimization for conversion value
• A/B testing multi-step welcome & nurture programs
• Offline touchpoints integrated
• Starting to use AI & ML (machine learning) to boost conversions

INNOVATIVE
• Retargeting fully optimized for conversion value
• Multi-step welcome & nurture programs optimized
• Full use of AI & ML (machine learning) to boost conversions

None

Are the right people, processes, marketing technology and data in place to compete effectively with digital marketing?

INITIAL
• No Digital Transformation program
• Analytics in place, not reviewed
• No in-house / agency skills

MANAGED
• Making case for digital transformation
• Analytics goals in place
• Minimum in-house skills
• Basic improvement approach

DEFINED
• Transformation program started
• Customized dashboard and KPIs
• Competent range of skills in-house or starting to use an agency
• Ad-hoc A/B testing
• Limited MarTech

MEASURED
• Transformation roadmap in place
• Attribution model report
• Full range of in-house competent skills and/or strong agency relationship
• Structured A/B testing program
• Full MarTech stack in place

INNOVATIVE
• Digital activities fully integrated
• Reporting value and defects in weekly trading reviews
• Investment in maintain skill levels
• Advanced testing
• Growth hacking mindset

None

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