What are the key competencies and capabilities of each level of the Marketing Operations Maturity Model?

1 Level 1: Ad Hoc

At this level, MO is reactive, inconsistent, and siloed. Without a clear vision, strategy, or governance for MO, the focus is on executing individual campaigns and tactics. Data quality, measurement, and reporting are poor or nonexistent, and there is little or no integration of marketing technologies and platforms. Basic project management skills are needed to coordinate marketing activities and deliverables; data collection and analysis skills to track performance and results; knowledge of marketing technologies and platforms to use them for specific tasks; as well as communication and collaboration skills to work with internal and external stakeholders.

2 Level 2: Emerging

At this level, MO is proactive, standardized and aligned. There is a clear vision, strategy and governance for MO, with the objective of optimizing marketing processes and workflows. Data quality, measurement and reporting are improved and aligned with business objectives, while also integrating marketing technologies and platforms. Advanced project management skills are needed to plan, execute and monitor marketing activities and deliverables. Expert data collection and analysis skills are required to measure marketing performance and results, as well as provide insights and recommendations. Additionally, advanced knowledge of marketing technologies and platforms is required to use them for integrated and automated campaigns. Finally, strong communication and collaboration skills are necessary to work with both internal and external stakeholders in order to align marketing goals with business outcomes.

3 Level 3: Defined

At this level, MO is strategic, scalable, and agile. A well-defined vision, strategy, and governance is in place with a focus on delivering customer-centric and data-driven marketing programs. Data quality, measurement, and reporting are excellent and provide actionable insights and feedback; there is also a high level of integration of marketing technologies and platforms. Expert project management skills are needed to manage complex and cross-functional marketing activities and deliverables. Furthermore, expert data collection and analysis skills are essential to evaluate marketing performance and results and optimize marketing programs and campaigns. Additionally, expert knowledge of marketing technologies and platforms must be utilized for personalized and omnichannel marketing experiences. Lastly, expert communication and collaboration skills are necessary to work with internal and external stakeholders to drive strategic alignment and innovation.

4 Level 4: Managed

At this level, MO is systematic, predictable, and adaptable. There is a comprehensive vision, strategy, and governance in place to create value and impact for the business and the customers. Data quality, measurement, and reporting are exceptional in providing continuous improvement and learning, as well as seamless integration of marketing technologies and platforms. The key competencies and capabilities at this level involve mastering project management skills to lead multiple marketing activities; data collection and analysis to demonstrate performance; knowledge of marketing technologies to generate dynamic marketing experiences; and communication and collaboration skills to work with internal and external stakeholders. All of these competencies are essential for influencing strategic direction and change.

5 Level 5: Optimized

At this level, MO is visionary, transformative, and influential. With a visionary vision, strategy, and governance in place, the focus is on driving growth and excellence for the business and customers. Data quality, measurement, and reporting are outstanding and provide strategic foresight and guidance. Additionally, there is a holistic integration of marketing technologies and platforms. The key competencies and capabilities include visionary project management skills to inspire and empower multiple marketing activities; data collection and analysis skills to predict marketing performance; knowledge of marketing technologies and platforms; and communication and collaboration skills to work with stakeholders to shape strategic vision and culture.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?