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THE MARTECH MATURITY
MODEL™
December 2016 Update
Josh Hill
MarketingRockstarGuides.com
Why are many martech stacks and implementations seen
as failures?
High Expectations
“It will align us and increase revenue! Just turn it on!”
CMO and CIO treat it like an IT Project
It is not.
Not using all the features.
Staff is untrained
Staff isn’t on board with the system’s concepts
Systems aren’t integrated
Teams not aligned on the business process
(Strategy!)
Business growth stage
Is this really the right system now and in the next year?
In just one year, full use of stack up to 54%...?
© 2016 Josh Hill marketingrockstarguides.com Source: Ascend2 Marketing T...
More revenue and more leads are still the priorities for
marketers
Source: Ascend2 Marketing Technology Survey Aug 2015, O...
LeadMD: marketers’ priorities are slightly different
Source: LeadMD, Oct 2016: https://www.leadmd.com/resource/2016-market...
Better decisions, not tools are what marketers want
Source: Ascend2 Marketing Technology Survey Aug 2015, Oct 2016
52% 50%...
Yet marketers lack the metrics to make those decisions.
Source: LeadMD, Oct 2016: https://www.leadmd.com/resource/2016-mar...
This is a journey. Good journeys take time.
• Achieve alignment
before tool selection
• Achieve alignment
before tool sele...
THE MARTECH MATURITY
MODEL™
Success one step at a time
Stage 0: Marketing Transformation
Stage 1: Automation
Stage 2: Lead Quality Management
0 Month 12 Month 18 Month 24 Month ...
Stage 0: Marketing Transformation
Stage 1: Automation
Stage 2: Lead Quality Management
0 Month 12 Month 18 Month 24 Month ...
Only 8% of respondents thought training was a high priority
in 2017
Stage 0: Marketing Transformation
Stage 1: Automation
Stage 2: Lead Quality Management
0 Month 12 Month 18 Month 24 Month ...
Stage 0: Marketing Transformation
Stage 1: Automation
Stage 2: Lead Quality
Management
Stage 3: Nurturing and Sales
Contex...
Stage 0: Marketing Transformation
Stage 1: Automation
Stage 2: Lead Quality
Management
Stage 3: Nurturing and Sales
Contex...
DID YOU ENJOY? SHARE!
Slideshare.net/jdavidhill
@jdavidhill
hello@marketingrockstarguides.com
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Martech Maturity Model - An Adoption Guide

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Use the Martech Maturity Model to better understand your buyers and for buyers to understand their martech stack roadmap. Updated for 2017.

Publié dans : Marketing
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Martech Maturity Model - An Adoption Guide

  1. 1. THE MARTECH MATURITY MODEL™ December 2016 Update Josh Hill MarketingRockstarGuides.com
  2. 2. Why are many martech stacks and implementations seen as failures?
  3. 3. High Expectations “It will align us and increase revenue! Just turn it on!”
  4. 4. CMO and CIO treat it like an IT Project It is not.
  5. 5. Not using all the features.
  6. 6. Staff is untrained Staff isn’t on board with the system’s concepts
  7. 7. Systems aren’t integrated
  8. 8. Teams not aligned on the business process (Strategy!)
  9. 9. Business growth stage Is this really the right system now and in the next year?
  10. 10. In just one year, full use of stack up to 54%...? © 2016 Josh Hill marketingrockstarguides.com Source: Ascend2 Marketing Technology Survey Aug 2015, Oct 2016
  11. 11. More revenue and more leads are still the priorities for marketers Source: Ascend2 Marketing Technology Survey Aug 2015, Oct 2016© 2016 Josh Hill marketingrockstarguides.com • 2016 did not ask all the same questions. • Marketing efficiency actually less important now, while Revenue and Lead Gen even more important than last year. LeadMD in 2016 show 4% have Predictive. Ascend2 2015 said 13% thought it was a priority… Vendor thought: • Winners need to hit one or both of these priorities quickly. Realize your firm’s vision for clients or face churn.
  12. 12. LeadMD: marketers’ priorities are slightly different Source: LeadMD, Oct 2016: https://www.leadmd.com/resource/2016-marketing-maturity-benchmark-report/ 92% Qualified Leads 66% Pipeline velocity 42% Campaign attribution
  13. 13. Better decisions, not tools are what marketers want Source: Ascend2 Marketing Technology Survey Aug 2015, Oct 2016 52% 50% More revenue More leads 13% Want predictive tools © 2016 Josh Hill marketingrockstarguides.com 57% 56% More revenue More leads 33% Improve business decisions 2015 2016
  14. 14. Yet marketers lack the metrics to make those decisions. Source: LeadMD, Oct 2016: https://www.leadmd.com/resource/2016-marketing-maturity-benchmark-report/ 38% No lifecycle data 45% Some lifecycle data 17% Full lead lifecycle Innovators Early Adopters Early Majority Late Majority Laggards
  15. 15. This is a journey. Good journeys take time. • Achieve alignment before tool selection • Achieve alignment before tool selection • Do not expect predictable revenue in first 12-24 months. • Expect mistakes in choices of tools. • Find good partners internally and externally. © 2015-16 Josh Hill MarketingRockstarGuides.com© 2016 Josh Hill marketingrockstarguides.com
  16. 16. THE MARTECH MATURITY MODEL™ Success one step at a time
  17. 17. Stage 0: Marketing Transformation Stage 1: Automation Stage 2: Lead Quality Management 0 Month 12 Month 18 Month 24 Month 36 Stage 6: Predictive Tools The Martech Maturity Model™ Stage 3: Nurturing and Sales Context Stage 4: Funnel Visibility Stage 5: Attribution and Allocation © 2016 Josh Hill marketingrockstarguides.com
  18. 18. Stage 0: Marketing Transformation Stage 1: Automation Stage 2: Lead Quality Management 0 Month 12 Month 18 Month 24 Month 36 Stage 6: Predictive Tools Building capability is hard work Moving from Stage 0 to 1 and 2 offer the largest obvious ROI. 55% of marketers say they are “improving marginally” (Ascend2) 82% missing or have flawed Buyer Journey (LeadMD) 17% of LeadMD respondents here; 9 to 16% here in 2015 Ascend2. 4% using Predictive (LeadMD) Stage 3: Nurturing and Sales Context Stage 4: Funnel Visibility Stage 5: Attribution and Allocation Source: Ascend2 Marketing Technology Survey Aug 2015; LeadMD Survey Oct 2016.© 2015-2016 Josh Hill marketingrockstarguides.com 34% of LeadMD respondents looking at influenced Opps/Won 37% of LeadMD respondents are here.
  19. 19. Only 8% of respondents thought training was a high priority in 2017
  20. 20. Stage 0: Marketing Transformation Stage 1: Automation Stage 2: Lead Quality Management 0 Month 12 Month 18 Month 24 Month 36 Stage 6: Predictive Tools Staff skill levels are on the adoption curve, lagging behind the vision of vendors. 42% of respondents above avg+ on Content Marketing. 27% said they were new to MA skills Only 3% of LeadMD respondents said they are at a “nirvana” skill level with marketing automation. Where does that put their firm? Stage 3: Nurturing and Sales Context Stage 4: Funnel Visibility Stage 5: Attribution and Allocation Survey Source: LeadMD Survey Oct 2016.© 2015-2016 Josh Hill marketingrockstarguides.com 52% say they are avg or below with skills 18% say they are above avg skills
  21. 21. Stage 0: Marketing Transformation Stage 1: Automation Stage 2: Lead Quality Management Stage 3: Nurturing and Sales Context Stage 4: Funnel Visibility Stage 5: Attribution and Allocation 0 Month 12 Month 18 Month 24 Month 36 Stage 6: Predictive Tools What about ABM? ABM and Predictive cannot help here since the Team isn’t ready (nor the systems) Add Plays and build up data set for Predictive ABM range Depends on Dataset and Organizational capability. Lead people to the Commercial Insight Improve visibility of which Story works, who it works on; where those people are. Continuous practice and alignment – ABM will require TRULY TIGHT alignment © 2016 Josh Hill marketingrockstarguides.com
  22. 22. Stage 0: Marketing Transformation Stage 1: Automation Stage 2: Lead Quality Management Stage 3: Nurturing and Sales Context Stage 4: Funnel Visibility Stage 5: Attribution and Allocation 0 Month 12 Month 18 Month 24 Month 36 Stage 6: Predictive Tools Stage development is a continuous effort ABM range © 2016 Josh Hill marketingrockstarguides.com 36% of respondents desired better sales-marketing alignment, but 73% thought Sales believed MQLs were below average. Lead quality was #1 priority. (LeadMD) Clearly some disconnect with alignment at many firms. Survey Source: LeadMD Oct 2016.
  23. 23. DID YOU ENJOY? SHARE! Slideshare.net/jdavidhill @jdavidhill hello@marketingrockstarguides.com

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