The major drawback with most maturity models is that they are one dimensional. Typically, they look at an organizational function, or capability, like “Business Intelligence”, which is in itself a very complex subject, but they fail to consider Data Integration capabilities, which is closely allied, but totally different. From a business point of view “Business Intelligence” can only be effective if the data integration issues have been solved, and data integration (which is very costly to get right), is only of use to the organization if you use it for something which will give a return on investment – through Business Intelligence.
The same is true of Sales and Marketing. All too often we look at each in isolation, through whatever lens we adopt. However, the only way to create a truly effective, growing, commercial organization is to develop both world-class sales and world-class marketing capabilities AND then ensure that they work well together to optimize business success. Avoiding blaming each other when deals are lost, and targets are not met!
A maturity matrix defines the pillars for success in each function or capability. It then, through questioning, applies a maturity model to each pillar (in this case, across both marketing and sales).
What is the concept of a Maturity Model and how does it work?
The concept of Maturity in its simplest form is an indicator used to measure the level of organizational capability, allowing you to measure and improve the effectiveness of what is being measured.
In this case improving the effectiveness of sales and marketing
The objective of a maturity model is to define various levels of maturity, starting with a basic level where the organization functions, but in a generally unstructured way and moving through various (defined) stages to a fully mature organization where specific activities or processes are defined, managed, measured, controlled, and effective, to such an extent that the organization is often used as an example, by their own sector, of how things should be done.
