Webcast with Q&A

Journey to Marketing Maturity

12 February 2016

Transforming Marketing as a value center through accountability, alignment & agility

What is Marketing Maturity, Really?

© 2016 Marketing Operations Partners LLC. All Rights Reserved.

1) Most maturity models are silos

2) Maturity is in the eye of the beholder: judged by customers and C-team

3)

accountable + aligned + agile

3) Maturity recognizes inter-related facts of nature

2

Marketing Maturity is a Journey

© 2016 Marketing Operations Partners LLC. All Rights Reserved.

1) Stepping stones in each building-block, for each phase

2) All building-blocks’ basic stepping stones = Phase A

3) After establishing Phase A, grow to Phase B

3

Activating

the System

Building

Maturity

Sustaining

Momentum

Stage A Stage B Stage C

Ste

pp

ing

Sto

ne

s

Ste

pp

ing

Sto

ne

s

Ste

pp

ing

Sto

ne

s

Ecosystem

Strategy

Guidance

Process

Metrics

Technology

Infrastructure

Maturity

Building-Blocks

Marketing Maturity is About Connecting & Flowing

© 2016 Marketing Operations Partners LLC. All Rights Reserved.

1) Connect Phase A Ecosystem + Strategy + Guidance + Process +

Metrics + Technology + Infrastructure as a sequential flow

2) Start with stakeholders (ecosystem) to inform the flow

4

Activating

the System

Building

Maturity

Sustaining

Momentum

Stage A Stage B Stage CEcosystem

Maturity

Building-Blocks

Know the WIIFM

for customers,

channel partners,

alliance partners

Monitor their WIIFM

. . .

Know the WIIFM

for fellow depts.,

divisions,

account teams,

support functions

Monitor their WIIFM

, , ,

Know the triggers,

consequences,

& integrations

of all stakeholders

Educate suppliers

& fellow stake-

holders

. . .Strategy Basics Expand Anticipate

Marketing Maturity Breakthroughs

© 2016 Marketing Operations Partners LLC. All Rights Reserved.

1) Annually assess key areas across the building blocks

2) Sequential ratings: 0 1 2 3 . . . .

3) Reveals opportunities that would have been overlooked

5

0

1

2

3

4

5

6

7

8

9

10

Management

Commitment

0 = No recognition of need for executive

sponsorship

Holistic

ApproachDeployment Results

0 = No evidence of holistic approach

0 = The process may be defined,

but there is no sign of implementation

0 = No evidence of results, or too

early to see results

10 = Management is totally committed

to customer satisfaction and to the process being

an industry benchmark

10 = Comparisons are used with other

world-class processes to

maintain position as an industry benchmark

10 = Strong links to customer and

supplier processes and systems are in

place

10 = Is regarded as an industry

benchmark with excellent

improvement trends

Enabling productivity, efficiency and scalability for Marketing’s rapid growth

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