Marketing Operations
Maturity Map

Welcome to a workspace specially created for enterprise marketing teams looking to assess and increase the maturity of their marketing operations.

Create Maturity Map

On this site you can:

Assess the importance of the seven dimensions of marketing operations maturity and your performance on each.
Identify where your operations migration should begin.
Learn about the three paths commonly taken to operations maturity.

Share and compare assessments with team members to create a consensus for where to focus your efforts.
Get a free initial consultation with an operations specialist, including how your assessment compares with other similar companies.

Mapping your marketing operations plan

7 Dimensions of Marketing Operations Maturity

Access your own marketing ops maturity with our free online tool. Use our spider graph to map your strengths and areas for improvement, and even the importance of each capability to your operations.

Rating Your Operations Maturity

Rate the importance of each dimension for your marketing operations, then score your performance as well.

1/7 Dimension

Financial Management

The ability to set and change budgets without errors, know your budgetary status at any moment, and integrate with accounting and finance perspectives.

1. Rate the Importance

Not
important

Less
important

Neutral

Important

Very
important

2. Rate the Performance

How do you organize and perform your global and local budgets today?

We use many separate spreadsheets for each market, level, and division that are unconnected.

We have separate local and global plans that require significant effort to connected at HQ.

We use a common but error-prone spreadsheet for a single currency hosted on a fileshare platform.

We have a budget management system that gives visibility to managers at every level.

We have an integrated budget management system that calculates ROI and connects to our corporate financial system.

Please answer both questions, thank you.

Back

Next Dimension

2/7 Dimension

Workflow Management

The ability to see and optimize workflows in realtime, both inside your company and with your external agencies and freelancers.

1. Rate the Importance

Not
important

Less
important

Neutral

Important

Very
important

2. Rate the Performance

How do you handle your tasks, reviews, and approvals?

We do this with a constant flow of emails.

We send links via email to a file share.

We manage with separate tools for each of our partners/agencies and use emails a lot.

We use generic work management tools like WorkFront, Trello, Asana.

We have a marketing operations platform that maps all our individual marketing workflow requirements including budget, campaign and content management.

Please answer both questions, thank you.

Back

Next Dimension

3/7 Dimension

Stack Integration

The ability to have clear visibility and control across all the stand-alone systems in your martech stack based on intelligent data flows.

1. Rate the Importance

Not
important

Less
important

Neutral

Important

Very
important

2. Rate the Performance

How do you connect your numerous information systems?

We have many separate, unconnected systems in every country and region.

We have common systems across geographies, but they are not integrated with each other.

We have a few connected systems within marketing (like CRM & MAP) but most are unconnected and lack common dashboards.

We have linked systems and dashboards, but they remain unconnected with other business systems (ERP.

We have a marketing operations platform that connects execution and strategy with external systems like finance and ERP in a single dashboard.

Please answer both questions, thank you.

Back

Next Dimension

4/7 Dimension

Campaign Management

The ability to deploy and adjust campaigns in response to market feedback and media changes.

1. Rate the Importance

Not
important

Less
important

Neutral

Important

Very
important

2. Rate the Performance

How do you manage campaign planning and rollout?

We plan local and global campaigns separately on PPT with no realtime visibility or control.

We exchange plans, budgets, assets, and timelines once completed through a fileshare platform, but with many time-consuming tasks.

We integrate local and regional activity with global but there is limited sharing of learning or resources or assets in realtime.

We have a mostly integrated internal process but each of our agencies operates on their own parallel systems so we gain no efficiencies.

We plan, manage, and review campaign performance and budgets on local, regional, and global levels through a unified dashboard.

Please answer both questions, thank you.

Back

Next Dimension

5/7 Dimension

Brand Distribution

The ability to affirm and manage how brand assets are being deployed in each geography for each product line and campaign.

1. Rate the Importance

Not
important

Less
important

Neutral

Important

Very
important

2. Rate the Performance

How do you keep your product information and brand assets compliant and current?

We manually update product info and brand guidelines for individuals to use, upon request.

We have a portal where we post current product info and brand guidelines, but rely on individuals to access and apply them.

We have portals for each brand or group that notifies users about updated product info and brand guidelines.

We have a central portal with the latest assets but limited, periodic visibility about their use.

We have a global brand portal with the latest assets and active notification about compliance and where they are being used in realtime.

Please answer both questions, thank you.

Back

Next Dimension

6/7 Dimension

Content Development

The ability to know and coordinate how, where, when, and by whom content is being created among all your internal teams, external agencies, and freelancers.

1. Rate the Importance

Not
important

Less
important

Neutral

Important

Very
important

2. Rate the Performance

How do you track the creation of new marketing assets?

We plan and produce assets in each market independently.

We regularly track development of assets on major projects in major markets.

We have visibility into our own development processes but lack coordination among our external agencies around the globe to gain efficiencies and secure the brand guidelines.

We have visibility and control to prioritize production of key assets and coordinate the development process to create efficiencies and speed time-to-market.

We score content, have real-time visibility and control of the complete production status internally and externally on all 3 levels.

Please answer both questions, thank you.

Back

Next Dimension

7/7 Dimension

Performance Management

The ability to see and optimize performance across product lines, campaigns, media, and geographies in realtime.

1. Rate the Importance

Not
important

Less
important

Neutral

Important

Very
important

2. Rate the Performance

How do you track and report the business impact of your campaigns?

We use limited marketing-specific metrics which vary by medium and country.

We have a few key performance measures in key markets which we report periodically, with huge effort.

We regularly track several metrics consistently worldwide but have not yet connected them with budgeting.

We frequently track key metrics across markets but have no realtime ability to make adjustments to improve results.

We have real-time integrated performance metrics that let us optimize programs to increase ROI in realtime.

Please answer both questions, thank you.

Back

Rate

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Want to learn more?

Our new whitepaper The Next Evolution in Enterprise Marketing Operations illuminates the way to marketing ops maturity through automation, digitalization, and integration.

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Start on the Road to Better Operations Today

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Get the latest Forrester MRM Wave™

CMO Guide: How to Plan Smart and Pivot Fast

Report:The State of Marketing Operations 2021

Get the latest Forrester MRM Wave™

CMO Guide: How to Plan Smart and Pivot Fast

Report:The State of Marketing Operations 2021

Get the latest Forrester MRM Wave™

CMO Guide: How to Plan Smart and Pivot Fast

Report:The State of Marketing Operations 2021

Get the latest Forrester MRM Wave™

CMO Guide: How to Plan Smart and Pivot Fast

Report:The State of Marketing Operations 2021

Marketing OperationsMaturity Map

On this site you can:

Mapping your marketing operations plan

7 Dimensions of Marketing Operations Maturity

Rating Your Operations Maturity

1/7 Dimension

Financial Management

1. Rate the Importance

2. Rate the Performance

2/7 Dimension

Workflow Management

1. Rate the Importance

2. Rate the Performance

3/7 Dimension

Stack Integration

1. Rate the Importance

2. Rate the Performance

4/7 Dimension

Campaign Management

1. Rate the Importance

2. Rate the Performance

5/7 Dimension

Brand Distribution

1. Rate the Importance

2. Rate the Performance

6/7 Dimension

Content Development

1. Rate the Importance

2. Rate the Performance

7/7 Dimension

Performance Management

1. Rate the Importance

2. Rate the Performance

Want to learn more?

Start on the Road to Better Operations Today

CMO Guide:
How to Plan Smart and Pivot Fast

Report:
The State of Marketing Operations 2021

CMO Guide:
How to Plan Smart and Pivot Fast

Report:
The State of Marketing Operations 2021

CMO Guide:
How to Plan Smart and Pivot Fast

Report:
The State of Marketing Operations 2021

CMO Guide:
How to Plan Smart and Pivot Fast

Report:
The State of Marketing Operations 2021

Marketing Operations
Maturity Map