Our Lead Generation Maturity Model was designed to help organizations by providing a road-map for improving their lead generation capabilities.

1. STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
No CRM or Marketing Automa-
tion System in place
Metrics: #ads, #impressions
Focus on branding & marcom
activities
Viewed as cost-center (invest-
ment in brand)
Difficult to get budget for
marketing programs
Processes are ad-hoc
CRM System in place with
reasonable rep adoption
Metrics: #leads, #clicks
“Leads” are passed to sales but
don’t have set criteria
Viewed as cost-center (cost per
lead)
Processes are defined
Sales complains about lead
quality and quantity
CRM and Marketing Automation
are in place and integrated
Metrics: #opportunities, $pipe-
line, cost per acquisition
Leads are well-defined with
agreed-upon definition by both
sales & marketing
Viewed as a Revenue Driver
Processes are automated with
marketing automation
Systems are being used to to
their full potential
Metrics: $Revenue, Program
ROI, ROMI, CLV
Lead generation is scalable
Revenue accountability
Viewed as Profit-Center
Processes are constantly
tweaked to improve results
LEAD GENERATION
Maturity Model
V I E W R E S O U R C E
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interactive tool? Download our Lead Generation Maturity Assessment
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