Download the PDF: https://www.demandmetric.com/content/world-class-marketing-organization-maturity-model Our World Class Marketing Organization Maturity Model was designed to help organizations with a roadmap for improving their overall marketing capabilities. Your next step after reviewing this model is to take the World Class Marketing Assessment. The model itself provides 4 stages of organizational maturity, which are: Undefined Progressive Mature World-Class Key Benefits clearly organizes core initiatives for each component allows you to understand where your organization's capabilites for marketing overall helps you learn how to move from one level to another offers key metrics that will help measure your success

1. LEVEL 1 - Cost Center
LEVEL 2 - Revenue Neutral
LEVEL 3 - Revenue Contributor
LEVEL 4 - Profit Center
World Class
Marketing
Organization
Leadership
Staffing
Budget
Orientation
Marketing plan aligned with and
drives business planning
CMO, VPs, Directors, Managers
and Program Managers
CMO compensation tied
to revenue & marketing
performance
Budgeting is connected to
revenue growth targets
Very reactive, operational, not
strategic, no plan
No senior leadership in
Marketing, possibly a Manager
Informal roles & responsibilities,
no job description
No budget exists, spending is
Ad Hoc
Still reactive, some campaign plan-
ning, no strategic plan
Director of Marketing, with
Project or Program Managers
Basic job descriptions in place
but rarely updated
A small budget exists for items
such as trade shows, etc.
Working from a strategic marketing
plan and campaign plans
VP, Director of Marketing,
Program Managers
Job descriptions & performance
reviews done regularly
A budget exists and business
cases are created to justify
spend
WORLD CLASS
MARKETING ORGANIZATION
Maturity Model

2. LEVEL 1 - Cost Center LEVEL 2 - Revenue Neutral LEVEL 3 - Revenue Contributor LEVEL 4 - Profit Center
Processes
Systems
Metrics
Executive
Perspective
of Marketing
All processes are defined,
measured, managed, and
optimized
All systems fully integrated,
analytics & business intelligence
Customer lifetime value (CLV),
brand equity, cost to acquire, ROI
Source of revenue, strategic
functiom
No processes, activities done
ad hoc, reactive in nature
Minimal marketing technology
in place
No metrics or a focus on adver-
tising: #impressions, #ads
Cost-center, not a strategic
function
Activities are repeatable and
some processes are defined
Legacy customer database or
CRM system, email marketing
Perational metrics such as open
rates, click-thrus, registrations
Cost-center, sales support
function
All processes are defined and
some measurement in place
CRM, marketing automation, with
some integration.
Cost per lead (CPL), renewal rate
%, #sales qualified leads created
Cost-center, flashes of brilliance
WORLD CLASS
MARKETING ORGANIZATION
Maturity Model
V I E W R E S O U R C E
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and get started today!
World Class
Marketing
Organization