Enterprise Marketing Maturity Assessment



  • Willingness to experiment
    • Price threshold for failure
  • Marketing-sales alignment (The lines between sales and marketing are blurry.)
  • Negative marketing biases (I want to make sure we’re getting noticed in the press. > Marketing investments directly influence revenue.)
  • Appetite for change (I want to keep the lights on. > We NEED to be better faster stronger if we want to stay alive.)


  • Customer satisfaction
  • Lifetime value of product
  • Churn rate
  • Growth rate


  • Revenue funnel (What’s that? > Well defined with exit criteria at each stage)
  • Data quality (We have data > We have automation and processes in place to record every meaningful action.)
  • Data actionability (Ability to measure conversion and velocity through every channel)
  • Ability to understand which channels and resources are producing revenue
  • Lead scoring (based on actions taken, demographic, firmographic information)
  • A well defined ideal customer profile
  • Existing lead volume
  • Channel maturity
    • Email / nurture (every new lead receives a series of emails tailored to their persona/industry/funnel-stage)
    • Content writing (content is matched to persona/industry/funnel-stage)
    • Paid channels effeciency growth y/y, q/q
      • Search
      • Social
      • Retargeting
      • Display
    • SEO
      • Traffic vs growth
    • PR / Comms
  • Website ownership (marketing vs. engineering)
  • Marketing stack
    • CRM (salesforce, hubspot)
    • Marketing automation (hubspot, marketo, pardot)
    • Follow up automation (outreach)
    • Lead sources (discoverorg, winmo)
  • ABM program informs all decisions

Marketing team

  • VP / head
  • writer
  • marketing ops / analytics
  • developer
  • paid channel manager
  • seo
  • designer
  • field marketing
  • product marketer
  • inside sales rep
  • account based marketer
  • other

Inside sales team

  • reports to marketing or sales
  • Inside sales leader willingness to use/trust data
  • Sales leader ability to use/trust data

Sales team

  • Sales leader willingness to use/trust data
  • Sales leader ability to use/trust data


  • Time to first call (first call time measured in minutes, hours, days -ability to measure that)
  • Customer environment
  • Primary customer pain points
  • Product overview
  • Product Demo
  • Positioning within ad analytics ecosystem
  • Target decision makers and personas
  • Identifying opportunities and qualifying questions
  • When to walk away
  • Typical sales cycle and decision process
  • Sales strategy and customer approach
  • Business value messaging
  • Personal value messaging
  • Why iSpot?
  • Competitors & Competitive Messaging
  • Overcoming expected objections
  • Customer benefits and expected time to benefit
  • Addressing the decision to do nothing
  • Critical variables and risks
  • Resources and sales assistance