The Sales & Marketing Maturity Assessment Tool is a framework that helps organizations assess their current status in sales and marketing functions, identify areas for improvement, and develop a path for becoming more customer-centric. It covers 6 categories of sales and marketing and 41 specific functions, providing a maturity score for each. Organizations can use the results to prioritize improvements, develop implementation plans, and track progress towards best practices. The tool helps organizations close the gap between their institution and customers.

1. Sales & Marketing Maturity Assessment Tool
“A path for closing the gap between the institution and the customer”
by Tina Turk Lupieri, January 2011

2. What is Sales & Marketing Maturity Assessment Tool?
A framework for supporting organizations to develop towards world-class in
sales and marketing
A tool for helping organizations in assessing the current status and identify
improvements in all major functions of sales and marketing
A source of ideas on how to become more customer centric
A guide for providing orientation and focus
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3. Maturity Assessment Tool covers main functions in sales and
marketing within 6 categories
Marketing Data & Product
Methods Channels Sales
Organization Analytics Development
Channel Integration Product Development
Marketing Role Data Availability Segmentation Sales Model
Level Strategy
Cooperation in Data Product & Segment Product Development
Marketing Processes Channel Management Sales Processes
Management Management Process Definition
Marketing Skills and Product Development
Data Quality Pricing Content Management Sales Tools
Capabilities Process Management
Service Quality User Experience Product Development
Marketing Metrics Dashboards Readiness Sales Management
Management Assessment Skills & Capabilities
Performance
Brand Management Client Profile Client Satisfaction
Measurement
Campaign Marketing Automation Incentives &
Competitor's Data
Management and Lead Management Compensation
Marketing Tools "Next best offer" Sales Skills &
Market Data & Trends
Applied Generation Process Capabilities
Social Media Campaign
Readiness Measurement
Analytics, SEO and
Website Program
Paid Search
Strategic Partnerships
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4. A path to excellence is a process and best in class organizations
have its unique mix of sales and marketing capabilities
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
BASIC STANDARD TOP
Simple measures are Performance
Measurement
Performance
used for informal management process
Sales
Target setting is Target setting is history and Balanced scorecard driven process with regular
target setting (e.g. in place per role; with
„history“ based. future based. internal and external benchmarking.
revenues, sales financial and non-
volumes). financial indicators.
Integration
Channels
Level
Only one key sales Sales channels not Integration is done on major areas, Fully integrated channel strategy defined with
channel in place. aligned. minor channel conflict still occur. channel/segmentation prioritization.
The product
Development
Metrics are used to Up front and pre-launch research is
development process The process is clearly
Process
Product
make resource allocation conducted to validate customer Post-launch assessment is performed to assess
depends upon defined and adhered
decision and monitor needs. forecasted versus actual results.
employees’ individual to.
success.
effort.
Segmentation
Revenue information Segmentation with multiple dimensions available,
Methods
Very basic segmentation Segments’ profitability value and needs based.
Clear prioritization of per segment,
(e.g. demographics, information available.
segments. basic needs
regions). segmentation in place.
Target setting and measurement
Measurement
Data collection and reporting is in Report are automatically generated
Campaign
Analytics
for all campaigns. Metrics are
Data &
Campaign results are place, results are consistent and by the system and used to predict
being measured ad defined (i.e ROMI, email open
are used to make decisions. future results.
hoc. rate, unique online visitors per
month).
Marketing has a clear role and is
Organization
Capabilities
recognized as the driver of the
Marketing
Marketing staff is trained and able to track the performance of all
Skill &
Marketing staff is specialised for marketing strategic development of the
communication. campaigns. They are able to extract, transform and manipulate data to company.
analyze trend and predict future results.
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5. Each category is scored, using qualitative measures of
excellence Exa
mp
le
PRODUCT DEVELOPMENT MATURITY ASSESSMENT
Basic Standard Top Score
Product development
Product development
Product Product development Product developments There is a clear product strategy is defined with
strategy is closely
Development decisions are done ad are defined with the development strategy in clear objectives, 1
aligned with the
Strategy hoc. yearly plan. place. initiatives, measures and
business strategy.
time frames.
The process is clearly Metrics, such as NPV,
The product defined and adhered to. forecasted v actual
Product Up front and pre-launch Post-launch assessment
development process There are deliverables sales, on time launch,
Development research is conducted to is performed to assess
depends upon and checkpoints defined are used to make 2
Process validate customer forecasted versus actual
employees’ individual for each stage. Tools resource allocation
Definition needs. results.
effort. and templates are decision and monitor
available. success.
Senior management
There is a list of current
Product There is no clear The responsibility for Senior management regularly monitors
projects available,
Development overview over the product development reviews product product portfolio
responsibility for its 4
Process product process management is implementation portfolio implementation and
implementation is
Management implementations. assigned. at least quarterly. effectively balances
defined.
resources available.
Employees are trained Cross functional teams
Product There is a clear There is a clear on the product are built, marketing and
Product development
Development definition of product definition of product development process technical staff cross train
skills and capabilities 2
Skills & development roles. development skills and and understand how to each other for better
are not defined.
Capabilities capabilities. complete high quality understanding and
deliverables. collaboration.
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6. The MS Excel tool provides the assessment results in a
graphic format for each category
Exa
mp
Current Planned le
Score Score
Product
Product Development Çurrent
Develop- 1 4
Strategy Strategy Planned
ment 5
4
Product Development
2 3 3
Process Definition
2
1
Product Development
4 4 Skills & Capabilities 0 Process Definition
Process Management
Product Development
2 4
Skills & Capabilities
Process Management
Index 2,33 3
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7. Based on the assessment and development aspirations,
specific improvements are defined Exa
mp
le
Current Planned
Improvements
Score Score
Define the product development strategy that is closely
Product aligned with the business strategy. Reinforce to need for
Product Development Strategy 1 4 top management to view product development as a future
Development
source of growth.
Define metrics for making resource allocation decision and
Product Development Process
2 3 success monitoring. Develop scorecards with criteria for
Definition go/no go decisions.
Establish a “Product Development Committee” with senior
Product Development Process management for monitoring the product implementation
4 4 portfolio and making go/nogo decision and decision
Management
regarding resources allocation.
Develop and execute a training plan for key employees
Product Development Skills &
2 4 dealing with product development. Organize cross training
Capabilities workshops.
Index 2,33 3,67
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8. The Maturity Assessment Tool develops a path for the Client to
reach the best practices in sales and marketing, ultimately
becoming more customer centric
Project Approach Project deliverables
Interviews with senior Maturity assessment results for all
management covering marketing, 41 functions covering 6 categories
sales and product development. of sales and marketing
Each interview takes
approximately 2-3 hours. List of improvements
Validation and prioritization High level implementation plan
workshop.
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9. Please, contact us for more information
Tina Turk Lupieri
tina@validea.eu
http://hr.linkedin.com/in/tinaturklupieri
VAL IDEA d.o.o. | 1.maja 5 | 52215 Vodnjan/Dignano | Croatia | + 386 31 655 101 |+ 385 98 977 4814
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