Home Customer Engagement How Mature is your Digital Marketing?

If you’re like most digital marketers, you’ve probably wondered how your organization’s digital marketing efforts stack up against what others are doing. The simple answer is that most digital marketing teams can be classified into one of four categories, ranging from the very basic to the highly advanced and digitally integrated. Some common characteristics of each group include:

Novice

  • Traditional marketing organization – heavy in direct marketing such as direct mail, cold calling, telemarketing, PR, etc.
  • No CRM, or a legacy CRM which has mostly out of date data, little or no use of CRM by marketing
  • Many silos of customer and lead data, managed mainly through spreadsheets
  • A mix of disconnected, basic marketing tools

Beginner

  • Understands the basics of inbound marketing – produces some useful digital or print collateral for prospects or educational events
  • Email tool for batch and blast
  • A modern CRM with somewhat up to date data
  • A mix of marketing tools, some connected to the CRM, but mainly using spreadsheets to manage marketing data, some use of CRM by marketing

Mature

  • Uses a marketing automation tool or advanced email marketing platform
  • Does highly segmented email marketing
  • Has a modern CRM tightly integrated with marketing automation or email platform
  • Does some basic social media marketing with tools
  • Lacks a content strategy and execution capability
  • Very much a campaign by campaign focus

Advanced

  • Advanced usage of marketing automation tool
  • One-to-one or highly segmented email marketing
  • Sophisticated content marketing process/team to fuel inbound strategy
  • Continuous content instead of campaign-by-campaign focus
  • Personalized customer experience with integrated CMS & CRM and marketing platform
  • Uses lean and agile for marketing planning & execution – no redundant long term plans, instead has short iterative cycles

So now that you know where you are – how do you take your digital marketing team from novice to advanced? The Sitecore Digital Experience platform functionality, has the ability to help organizations advance their digital marketing efforts. However, in order to reach that level, there needs to be company buy-in, justifying the investment in building the infrastructure to support such an engine. To help customers and prospects better envision the journey to digital maturity, Sitecore released their Customer Experience Maturity Model which maps the path to creating lifetime customers –  with a strategic roadmap of how to build the people, processes, and technology to support it.

 

Sitecore Customer Experience Maturity Model

But how do you determine where to start planting the seeds? To that end, we look at five categories on the Gartner Digital Maturity Model to help provide structured focus on areas that, when progressive, can help organizations realize the tangible results of improving their customer experience. For each category, classifications from analog to immersive, with immersive being the most advanced, can be used to define the organization’s maturity level.

Analog Web-Centric Integrated Two Speed Immersive
Social Monitored Shared Engaged Integrated Optimized
Data-Driven Ad-hoc Informative Real time Predictive Decisive
Digital Commerce Aspirational Channel-centric Convenient Continuous Customer-driven
Operations Manual Augmented Automated Continuous Adaptive
Innovation Conventional Fast Follower Crowd-source Collaborative Co-creation

Demonstrating the real value of a compelling customer experience, illustrated by Sitecore’s Customer Experience Maturity Model, can help digital marketers make a case for charting a path towards greater maturity. Solving key pain points can help to paint a much clearer picture of the value of Sitecore’s experience solution, and help create greater organization adoption around the platform.

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