Demand Generation Maturity Assessment

Instructions

Use this tool to analyze demand generation maturity in your organization. The levels of maturity are defined by Demand Metric's Demand Generation Maturity Model.

1. In the 'Self-Assessment' tab, review each aspect of alignment and each of the 4 levels of
maturity. Ranking Scale
2. For each aspect, determine which level best reflects your organization currently. 1 - Undefined

3. In the 'Score' column, click on the number to get a drop-down list and select the appropriate
level.
2 - Progressive

4. Enter any reasoning or notes in the 'Justification' column to document ideas & issues as you go. 3 - Mature

5. Once you have completed the analysis exercise, view the 'Scorecard' tab to see your results. 4 - World-Class
 Demand Generation Maturity Ass

Orientation

Key Success Factors Level of Maturity Score Justification

No defined Demand Generation strategy established. Organization prioritizes Sales over Marketing
1 activities.

3
Demand Generation strategy exists as part of an overall marketing strategy.
Strategy
3 Well-defined Demand Generation strategy exists within the Enterprise as a key sales/revenue driver.

4 Well-defined, integrated strategy for Demand Generation exists across the Enterprise.

1 No defined processes for Demand Generation have been put in place.

4
2 Demand Generation processes have been developed to support an overall marketing strategy.
Processes
3 Demand Generation processes have been created and implemented to drive sales and revenue.

Processes have been developed to support a defined, integrated Demand Generation strategy.
4 Campaings are tracked and measured by level of engagement and revenue impact.

Leadership

Key Success Factors Level of Maturity Score Justification

Executive leadership views Demand Generation as just one part of traditional Marketing, not the main
1 focus.

2
2 Executive leadership views Demand Generation as important, but not critical.
Senior
Management
Buy-In Executive leadership indicates a long-term commitment to Demand Generation and is a willing
3 participant.

Executive leadership views Demand Generation as a strategic, core capability for building a Modern
4 Marketing Center of Excellence (MMCoE).

Senior Management has not committed any resources and/or budget to the development of a Demand
1
Generation strategy and/or initiatives.

Senior Management allocates some budget and staffing resources in order to explore Demand

4
2
Commitment to Generation program and campaign options.
Resource
Allocations 3 Senior Management provides ample resources for growth in the Demand Generation sector.

4 Senior Management is prepared to utilize Demand Generation for sales and revenue impact.

1 Organization is unaware of the principles and activities necessary for Demand Generation.

Organization is curious about Demand Generation and may be participating in ad hoc activities, such as

4
Organizational 2 annual customer survey or input for customer service to fix issues.
Knowledge of
Demand
Demand Generation is understood and more questions are being asked about how to better utilize
Generation 3 strategies, research and tools to implement Demand Gen initiatives properly.

Organization is driven by Demand Generation in order to fuel the sales cycle and significantly impact
4 revenue.

1 No formal internal Demand Generation communications.

3
2 Multiple communication channels are used (meetings, posters, SharePoint etc.).
Internal
Communications
Demand Generation is recognized in branding, communications and channel distribution; and the value
3
of the internal communications on Demand Generation is building.

Organization communicates internally to drive questions back to Demand Generation team for more
4 information.

Organizational Alignment
Key Success Factors Level of Maturity Score Justification

1 Marketing and Sales operate as silos. Customer Care operates as a reactive entity of Sales.

There is some integration between Marketing, Sales and Customer Care; however, there is very little

1
2
cross-functional responsibility for sales and revenue.
Departmental
Alignment
Cross-functional integration across Marketing, Sales and Customer Care exists, but they are not fully
3 aligned yet.

Marketing, Sales and Customer Care are fully aligned with cross-functional responsiblities established
4 for sales, revenue and profit growth.

Demand Generation

Key Success Factors Level of Maturity Score Justification

Organization is focused on paid search or PPD advertising as well as traditional tradeshow marketing. No
1
formal content, email or social campaign strategy exists.

Organization utilizes specific Demand Generation programs to feed the sales team with leads through a

4
2
coordinated lead qualified process.
Strategy
Organization has converged content, social, mobile and video strategies for conversion and sales
3 opportunities.

Organization is focused on providing prospects/customers with personalized and localized content

4 through all Demand Generation channels.

Activities revolve around website landing pages with limited content targeting. Paid search, PPC
1
advertising, basic SEO and traditional tradeshow marketing are occuring.

Activities focus on feeding the lead generation and nuturing process. Email marketing, traditional and

4
2 online events, content marketing, SEO and online advertising are occuring.
Progams &
Activities Content, social, mobile and video experiences are supported by all Demand Generation activities.
3 Organization places emphasis on all Demand Gen focus areas with a solid investment in online
advertising and virtual events.
Organization facilitates programs in all Demand Generation areas with an added focus on developing
4 personalized and localized content via interactive marketing apps.

Technology

Key Success Factors Level of Maturity Score Justification

Point tools for email, content and social media marketing exist. Technology is at the development stage.
1
Paid search, PPC advertising and basic SEO (for website and landing page optimization) are in use.

4
2 Platforms that perform specific functions with coordinated applications for email, content and SEO.
Tools & Platforms
3 Key platforms for content, email, online event, SEO and online advertising have been implemented.

4 Key platforms have been implemented and are part of a comprehensive Digital Marketing platform.

1 No integration between systems exists at this point.

3
2 Limited integration between systems is occuring.
Integration
A solid integration of all Demand Generation systems exists; and these systems are integrated with CRM
3
and Marketing Automation systems.

All Demand Generation platforms are integrated into a comprehensive Digital Marketing platformwhich
4 is tightly integrated to Enterprise CRM, Marketing Automation and other legacy ERP systems.

1 Little or no expertise in analytics.

Basic functionality and dashboards are present. Organization is developing the capabilities to provide
2

1
analytics to answer business questions.
Analytics
Capabilities
3 Deeper analytics and advancement of dashboards. Reliance on analytics is growing.

Advanced data modeling and predictive analytics are leveraged. Organization is aligned around the
4 value and relies on the analysis.

Budget & Staffing

Key Success Factors Level of Maturity Score Justification

1 No budget has been allocated for Demand Generation.

4
2 A modest budget has been allocated for Demand Generation programs and initiatives.
Budget Allocations
A significant budget has been allocated for Customer Engagment programs and initiatives based on a
3 business case that justifies spending.

A significant budget has been allocated for Demand Generation programs and initiatives based on a
4 business case that justifies spending. The budget is connected to marketing goals.

1 Staff is contracted or at the Coordinator level only.

Defined roles and responsiblities have been established for Demand Generation. A dedicated Program

3
2 Manager and/or Campaign Managers are in place.
Roles &
Responsibilities Dedicated Demand Generation roles have been established and are key to the marketing team and
3 strategy. A VP or Director of Demand Generation exists to source, monitor and measure Demand Gen
activities.
Organization is aligned for maximum impact of Demand Generation with the proper staff hired, trained
4 and implemented for effectiveness.

1 Staff has market research, analytics or sales background.

3
2 Team is building awareness and learning Demand Generation frameworks.
Demand Generation
Team Skill-Set &
Knowledge Team has an expanded skill-set and knowledge, knows the components of Demand Generation and is
3
continuing formal and informal training.

4 Demand Generation team has expertise and are known as subject-matter-experts in the practice area.

Metrics & Reporting

Key Success Factors Level of Maturity Score Justification

1 No formal measurements in place. Any metrics are focused on paid search and PPC leads only.

Operational metrics to monitor and track SEO, online advertising and email & content marketing

1
2 campaigns exist. Metrics include email click-thrus, content views & downloads, keyword performance, #
of links and backlinks, etc.
Metrics
Organization uses dashboard metrics on each Demand Gen platform, including online events. Metrics
3
include lead scoring and qualification, webinar views, average time spent in virtual environments, etc.

Metrics are tracked and measured on an Enterprise-wide dashboard. Metrics include campaign
4
conversion and ROI, contribution to pipeline, prospect/customer level of engagement, etc.

1 Simple reports, pushed to limited audience, often historical indicators.

3
Trending and insights from operation metrics are reviewed by the Demand Generation team.
Reporting &
Planning
Metrics are tracked and measured in each, individual Demand Generation platform. The dashboards
3
may be integrated with CRM and Marketing Automation systems.
An Enterprise-wide dashboard with visual representation of user acquisition, scoring and engagement
4 by behavior, experience,etc. has been implemented and is used to drive Demand Generation programs
and initiatives.
d Generation Maturity Assessment

Justification

Justification
Justification

Justification

Justification
Justification

Justification
 Demand Generation Maturity Assessment

Demand Generation Success Drivers Score Demand Generation Maturity Index

Orientation 3.5

Leadership 3.3

Organizational Alignment 1.0 Orientation

Metrics & Reporting 4.0 Leadership

Demand Generation 4.0 3.0
2.0
1.0
0.0
Technology 2.7 Budget & Staffing Organizational Alignment

Budget & Staffing 3.3

Technology Demand Generation

Metrics & Reporting 2.0

4

Overall Demand Generation Maturity 1.8