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▼ INSTRUCTIONS

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.

▼ PLAN | Strategic approach to Digital Marketing

Q:

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

▼ REACH | Offsite awareness & website traffic

Q:

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

▼ BRAND | Developing your differentiated value proposition

Q:

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

Effective online brand personality
Online value prop defined & communicated
Content localized to main target markets
Outreach personalization

INNOVATIVE

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

▼ ACT | Encouraging interaction & generating leads

Q:

How well do your customer journeys and site design support visitors with persuasive content and brand messaging to generate leads?

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

▼ ENGAGE | Build customer loyalty & advocacy

Q:

How do you integrate processes and techniques to boost retention and repeat sales?

INITIAL

No / minimal techniques used across:

Customer onboarding, support
Research
Newsletter
Social

MANAGED

Simple, limited or sporadic
use of processes & techniques
across available channels

DEFINED

Regular use of processes
& techniques
Upsell / cross-sell opportunities
Online support available
Planned Social Marketing efforts

MEASURED

Learning from previous uses
of processes & techniques
Improving efficiency
Increased usage of
available channels

INNOVATIVE

Optimized use of personalization
across processes & techniques
across channels
Customer experience research
& agile updates

▼ CONVERT | Achieve Sales online & offline

Q:

How effective are your website, email nurturing, ad retargeting and multichannel sales support in supporting conversion to sales?

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

▼ GOVERN | Integrate & transform digital tech in-house

Q:

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

▼ SUBMIT

First Name *
Last Name *
Company
Business Email Address *
Business Phone

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

INITIAL

MANAGED

DEFINED

MEASURED

INNOVATIVE

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

INITIAL

MANAGED

DEFINED

MEASURED

INNOVATIVE

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

INITIAL

MANAGED

DEFINED

MEASURED

INNOVATIVE

How well do your customer journeys and site design support visitors with persuasive content and brand messaging to generate leads?

INITIAL

MANAGED

DEFINED

MEASURED

INNOVATIVE

How do you integrate processes and techniques to boost retention and repeat sales?

INITIAL

MANAGED

DEFINED

MEASURED

INNOVATIVE

How effective are your website, email nurturing, ad retargeting and multichannel sales support in supporting conversion to sales?

INITIAL

MANAGED

DEFINED

MEASURED

INNOVATIVE

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

INITIAL

MANAGED

DEFINED

MEASURED

INNOVATIVE

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