Maturity Assessment - Questionnaire - 2X - B2B Marketing as a Service

Key Categories:

1Business & Spend Profile
2Marketing Budget Management
3Strategy & Alignment
4Brand Management
5Product Management
6Product Marketing
7Digital Transformation
8Go-to-Market Execution
9Sales Enablement
10Performance & Analytics

1. Industry Profile

2. Annual Revenue

3. Marketing Overall Spend as a % of Revenue--divide total marketing spend (all categories--people, programs and technology costs) by total revenue

4. Marketing People Cost as a % of Marketing Spend--include all full time and part time employees on payroll, temporary hires, interim hires, and consultants/agency direct hires

5. Marketing Program Spend as a % of Marketing Spend--include all marketing program costs--campaigns, events, sales support and enablement, product launches and marketing, etc.

6. Marketing Technology Spend as a % of Marketing Spend

Key Categories:

1Business & Spend Profile
2Marketing Budget Management
3Strategy & Alignment
4Brand Management
5Product Management
6Product Marketing
7Digital Transformation
8Go-to-Market Execution
9Sales Enablement
10Performance & Analytics

0%

Key Categories:

1Business & Spend Profile
2Marketing Budget Management
3Strategy & Alignment
4Brand Management
5Product Management
6Product Marketing
7Digital Transformation
8Go-to-Market Execution
9Sales Enablement
10Performance & Analytics

0%

Market Position

Limited market understanding and positioning

Basic market analysis and positioning strategy

Clear differentiation and market leadership position

Growth Strategy

Tactical execution without clear strategy

Defined strategy but limited alignment to business goals

Fully aligned strategy with clear growth objectives

Revenue Impact & Attribution (ROI)

Limited visibility into marketing's revenue impact

Basic attribution model and revenue tracking

Multi-touch attribution with clear revenue contribution

Key Categories:

1Business & Spend Profile
2Marketing Budget Management
3Strategy & Alignment
4Brand Management
5Product Management
6Product Marketing
7Digital Transformation
8Go-to-Market Execution
9Sales Enablement
10Performance & Analytics

0%

Brand Strategy & Positioning

No formal brand strategy, inconsistent positioning

Basic brand guidelines and positioning defined

Comprehensive brand strategy with clear market differentiation

Brand Awareness & Recognition

Limited brand awareness measurement

Basic brand tracking and awareness metrics

Sophisticated brand health monitoring and management

Brand Experience & Consistency

Inconsistent brand experience across touchpoints

Basic brand consistency with some governance

Unified brand experience across all channels with strong governance

Key Categories:

1Business & Spend Profile
2Marketing Budget Management
3Strategy & Alignment
4Brand Management
5Product Management
6Product Marketing
7Digital Transformation
8Go-to-Market Execution
9Sales Enablement
10Performance & Analytics

0%

Portfolio Strategy

Ad hoc product/service offerings

Basic product/service solutions with some market alignment

Comprehensive portfolio with clear market-driven roadmap

Product/Service Lifecycle Management

Ad hoc approach to product/service evolution

Basic lifecycle stages defined with some market feedback

Comprehensive lifecycle management including sunset strategy

Product-Market Fit

Limited understanding of market needs/fit

Product-market fit validated through basic feedback

Sophisticated product-market fit framework with continuous validation

Key Categories:

1Business & Spend Profile
2Marketing Budget Management
3Strategy & Alignment
4Brand Management
5Product Management
6Product Marketing
7Digital Transformation
8Go-to-Market Execution
9Sales Enablement
10Performance & Analytics

0%

Value Proposition

Broad feature-benefit messaging

Segment-specific value propositions

Compelling differentiated value stories by persona/segment

Competitive Positioning

Limited competitive awareness

Basic competitive analysis and positioning

Comprehensive competitive strategy with clear differentiation

Go-to-Market Execution

Ad hoc launch approach

Structured launch process

Integrated GTM strategy & execution with clear success metrics

Key Categories:

1Business & Spend Profile
2Marketing Budget Management
3Strategy & Alignment
4Brand Management
5Product Management
6Product Marketing
7Digital Transformation
8Go-to-Market Execution
9Sales Enablement
10Performance & Analytics

0%

Marketing Technology Stack

Basic tools with limited integration

Core platforms implemented but not fully utilized

Upgrade of tech stack to AI-powered tech stack

Data & Analytics

Limited data collection and analysis

Basic analytics and reporting capabilities

Advanced analytics driving decision-making

Automation & Efficiency

Manual processes dominate

Basic automation of core processes

AI-powered intelligent automation

Key Categories:

1Business & Spend Profile
2Marketing Budget Management
3Strategy & Alignment
4Brand Management
5Product Management
6Product Marketing
7Digital Transformation
8Go-to-Market Execution
9Sales Enablement
10Performance & Analytics

0%

Account Based Marketing

No ABM strategy or execution

Basic ABM programs in place

Sophisticated ABM driving revenue

Content Strategy

Ad hoc content creation

Content strategy exists but gaps remain

Comprehensive persona-based content strategy

Campaign Execution

Tactical disconnected campaigns

Integrated campaigns with basic measurement

Multi-channel campaigns with clear ROI

Key Categories:

1Business & Spend Profile
2Marketing Budget Management
3Strategy & Alignment
4Brand Management
5Product Management
6Product Marketing
7Digital Transformation
8Go-to-Market Execution
9Sales Enablement
10Performance & Analytics

0%

Sales & Marketing Alignment

Limited collaboration between sales/marketing

Basic alignment and communication

Full alignment with shared goals

Lead Management

Basic lead handoff process

Defined lead scoring and routing

Sophisticated lead nurturing and management

Sales Support

Limited sales enablement materials

Core sales support tools and content

Comprehensive enablement program

Key Categories:

1Business & Spend Profile
2Marketing Budget Management
3Strategy & Alignment
4Brand Management
5Product Management
6Product Marketing
7Digital Transformation
8Go-to-Market Execution
9Sales Enablement
10Performance & Analytics

0%

Metrics & KPIs

Activity-based metrics only

Basic outcome measurements

Comprehensive marketing performance framework

Reporting & Insights

Manual basic reporting

Regular reporting with some insights

Advanced analytics and actionable insights

ROI Measurement

Limited ROI tracking

Basic ROI calculation for major programs

Comprehensive ROI framework with optimization

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