CHAPTER 4Assessing Your Organization's Marketing Maturity Level
In part two of this book, we'll address how to create a data-first marketing organization. To understand what work you'll need to focus on requires first assessing where your marketing organization currently falls on the data-first maturity model, as shown in Figure 4.1. Where is your organization today? Where do you want to be a year from now?
FIGURE 4.1 The Data-First Marketing Maturity Model.
Completing the data-first marketing assessment will help to identify areas of improvement. The second part of this book then takes you through the steps in more detail to complete a data-first marketing transformation.
The data-first marketing assessment is broken into five segments. Rate your agreement with each statement and tally your score at the end. You may note that answers C, D, and E each have zero points. This was done intentionally to weight each question as each pertains to the data-first maturity model levels. Even though these answers have the same score, answer as honestly as you can for each question because the answers will help you evaluate which of the following chapters may provide the most insight for growth.
1. ALIGNING MARKETING WITH THE BUSINESS
Marketing is perceived as a revenue center (as opposed to a cost center) in our company.
Highly agree (5)
Somewhat agree (3)
Not sure (0)
Somewhat ...
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