MarTech is a confusing space, where different technologies seem to overlap in odd and confusing ways. In this simple, straight-forward maturity model, LeadMD aims to show which technologies marketers new to digital transformation need versus how to mature your TechStack as you get more advanced.

1. Marketing Performance, Realized.
STRATEGY | PLANNING | TACTICS | TECHNOLOGY | CONTENT & CREATIVE | DATA | PEOPLE
Marketing Stack Maturity Model
Marketing & Sales Technology Assessment

2. Organizations tend to grow their Stack Maturity in
PREDICTABLE PATTERNS
• Start with Point-in-Time single channel campaigns, ad-hoc reporting and short-term goals
• Leverage automation to deliver trigger-based personalized messages to target audiences
• Multi-channel programs that attribute results back to investment and effort
• Enable Marketing as a strategic lever across the entire customer lifecycle
• Expand core business competencies to support Marketing Stack Maturity
MARKETING STACK MATURITY MODEL

3. Strategic Alignment Technology is Implemented but does
not enable the holistic GTM strategy
and channel breadth.
Technology is implemented and
broadly aligned to the GTM strategy
but does not have robust integrations
to aid scale
Technology is implemented, integrated
and aligned to strategy.
Technology is implemented, integrated
and aligned to strategy. Strategically
aligned roadmap in place.
Audience Intelligence Little/no audience intelligence is
represented in the stack and can’t be
used for targeting
Data is segmented to represent key
audience segments.
ICP, segments and personas are
represented in the stack dataset and drive
targeting.
All audience intelligence is captured in
stack dataset and tech interactions
augment the dataset
Business & Data
Process
Processes surrounding the stack are ad
hoc and inconsistent
Baseline processes are defined and
used across the stack with consistency
Business & data process are fully defined
and used to drive efficiency and
effectiveness in execution
The stack fully enables and augments
the processes with automation and
guidance
Tactical Execution Stack enables single channel tactical
execution
Stack integrates across channels
allowing for multi-channel capability
Multi-channel capabilities are automated
and enabled
Multi-channel capabilities are
automated and enabled and fully
optimized
Reporting & Insights Baseline vanity metrics are available
across supported channels
Performance metrics and attribution
capabilities and intent data available.
Full funnel and revenue reporting
capabilities with the ability to us intent
and other insights captured to drive
execution
All reporting and insights are available
real-time and can quickly be accessed
by executive team and marketing team
for immediate action
MARKETING STACK MATURITY MODEL
LEVEL 1
Foundational
LEVEL 2
Scaling
LEVEL 3
Optimized
LEVEL 4
Catalyst
6 Major Marketing Maturity Categories

4. Marketing Stack Adoption & Usage
LEVEL 1
Foundational
Technology Adoption • Email via Marketing Automation
• Batch & Triggered Campaigns
• Basic Email Personalization
• Landing Page Creation
• Demographic Segmentation
• Forms and Progressive Profiling
• Basic Segmentation
• Email/Landing Page Templates
• CRM/Data Source Integration
• Ad-hoc Campaign Reporting
• Email Deliverability Optimization
• Website Visitor Tracking
• Events, Webinar Programs
• Real-Time Conversational Marketing
• Target Account Based Marketing
MARKETING STACK MATURITY MODEL
LEVEL 2
Scaling
LEVEL 3
Optimized
LEVEL 4
Catalyst
• Center of Excellence
• Basic Nurture Campaigns
• Engagement Scoring
• End-to-End Marketing Reporting
• Insights for Non-Marketing Teams
• Social Marketing Integration
• Personalized Landing Pages
• Personalized Web Content
• Program & Campaigns Analyzers
• Mobile Integration (SMS & App)
• Video Integration
• Print & Mail Integration
• Predictive Conversational Marketing
• Predictive Web Content (NOT RTP)
• Data Governance and Owned DB
• Multi-Channel Campaigns
• Advanced Pain / Solution Nurturing
• Modular Email Personalization
• Artificial Intelligence Modeling
• Behavioral Segmentation
• Revenue Model Attribution
• Look-a-like Ad Targeting
• Buyer Intent Scoring & Segmentation
• Advanced Routing & Account
Matching
• Integrated Sales Enablement Content
• Predictable Revenue Reporting
• True Customer Data Platform (CDP)
• Real-Time ESP / MA Blend
• Predictive Playbooks
• 360 Degree Customer Lifecycle Marketing
• Multi-Channel Predictive Content
• Omni-Channel campaigns
• Advanced Business Intelligence
• Global/Enterprise-Wide Adoption

5. Marketing Platform Integration
LEVEL 1
Foundational
Technology Platform
MARKETING STACK MATURITY MODEL
LEVEL 2
Scaling
LEVEL 3
Optimized
LEVEL 4
Catalyst

6. DOWNLOAD LEADMD’S
RECOMMENDED TECHSTACK
https://www.leadmd.com/best-practices/infographic/tech-stack-combining-
powerful-technology-funnel-driven-content/
MARKETING STACK MATURITY MODEL

7. Thank you!
STRATEGY | PLANNING | TACTICS | TECHNOLOGY | CONTENT & CREATIVE | DATA | PEOPLE
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