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GTM Assessment

Marketing Performance Maturity Assessment

Curious how you’re doing? Check out what your score means for your marketing performance maturity below and enjoy access to resources that can help you optimize marketing performance for your organization.

Comprehensive analysis

Marketing Performance Maturity Scorecard

Review your scores across categories, the implications they may indicate for your marketing organization, and enjoy recommendations for how you can further your marketing team’s maturity below.

Marketing Maturity Scorecard - List View

Data Readiness

At Risk
Implications:
  • No standard CRM integration = high risk of missing top leads.
  • CRM data is inaccurate or missing — undermines persona analysis.
  • End-of-quarter tracking leads to reactive, last-minute decision-making.
  • Lead form-to-email CRM workflows are fragile and prone to failure.
  • “If it’s not in Salesforce, it didn’t happen” — integration is non-negotiable.
Recommendations:
  • Standardize CRM campaign structure and reinforce: if it’s not in the CRM, it didn’t happen.
  • Integrate third-party data sources and define which fields sales can edit before enrichment.
  • Report on KPIs monthly to catch issues early and impress the board.
  • Integrate every channel with your CRM/marketing automation to deliver sales-ready insights.
  • Pass leads with clear source and campaign info—make it easy for sales and leadership to act.
Lagging
Implications:
  • Budget-driven partial integrations create long-term system issues.
  • Incomplete CRM data undermines persona analysis and decision-making.
  • Lack of early visibility limits your ability to course-correct mid-quarter.
  • Without CRM visibility, sales and leadership can’t effectively act on leads.
Recommendations:
  • Build out a plan to sync the data 1:1 and run regular reports to ensure sync health.
  • Directly integrate third-party data sources with your MAP/CRM to patch gaps.
  • Ensure your marketing team understands how sales is performing against goals.
  • Develop SLAs for lead follow-up and put reports in place to make monitoring follow-up easy.
Average
Implications:
  • Your team is data-minded and makes sure their activity is accurately represented in your systems.
  • You have key data points covered to a reasonable degree of accuracy.
  • Access to real-time data is a fantastic milestone you've already achieved. Now it's time to think about how to build your whole team's data-driven decision-making skills.
  • Congrats! You're making the most out of your marketing automation platform. The next frontier is aligning with how your B2B sales team thinks about selling - at the account level.
Recommendations:
  • Do you have multiple product lines? Are you planning on expanding to new geographic regions? Consider adding custom picklists to track data that you're tempted to put in a parent-child relationship to keep organized. Keeping your data as flat as possible is always a best practice. It's also a great time to start recording your campaign costs in your CRM so you can eventually report on return on marketing investment.
  • Look for tools that can help you automate UTM parameters. The less your team has to manually input, the more consistent your reports will be.
Best Practice
Implications:
  • You're doing a great job! Now it's time to figure out your reporting gaps.
  • Great job! You're removing friction from your buyer's journey, and every customer loves that.
  • Each functional marketer uses their platform to understand what's performing well and adjusts as needed.
Recommendations:
  • Always remember your ideal reporting state when configuring anything in your core systems. Flatter object (campaign, account, etc.) hierarchies make reporting easier. We recommend taking a class on data structure and T-SQL if you haven't already to get a better idea of how databases are mined.
  • It's time to think through analyzing all of your marketing touches in a centralized location. If you don't already have a data warehouse or a data lake, it's time to think through what you'll need to get more out of the vast amounts of data you're collecting.
  • Building critical thinking skills on the team is an excellent way to out-pace performance goals. If they know which goals to aim for, they should know how to use their platforms to hit them... unless your lead-gating mechanisms don't perfectly align with how sales defines a qualified lead. If pipeline production numbers aren't layered on your campaign analysis, your team may be using early indicators to optimize for lead volume without watching whether those leads are effectively converting into what the business really cares about - pipeline.
  • If you're already aggregating scores at the account level, it's time to think outside of the engagement scoring box. Did you know that customer success can benefit from the same model your sales team uses? Think through ways to incorporate your product signals into an engagement model - so your customer success team can catch disengaging accounts and spot opportunities for upsells.
Next Practice
Implications:
  • You've reached an elite stage in your data journey.
  • You're a go-to-market guru.
Recommendations:
  • Always think through ways to simplify reports. Normalizing a text field with thousands of values into a summary list is a great way to make analyzing things like ideal customer profile and personas much easier. There's always more work that can be done!
  • You've hit the upper echelons of data-driven decision-making. If you have attribution cross-functionally adopted and know your funnel inside and out, we only ask you to consider teaching others. Fantastic job!

Campaign & Reporting Architecture

At Risk
Implications:
  • "If it's not in Salesforce, it didn't happen." If your sales team can't see or report on lead activity in their system of truth, you have little chance of holding them accountable.
  • Relying on pixel tracking and marketing automation system functionality means you'll have plenty of gaps in your digital advertising reports. Since digital ad budget is a CFO's #1 target in tough times, it's business critical that you get UTM tracking in place.
Recommendations:
  • We recommend reading up on campaign best practices to understand what's possible and how it supports your future reporting needs. Always design your data structure with your ideal future reports in mind.
  • Download our UTM guide. Study it. Implement the best practices. You'll thank us later.
Lagging
Implications:
  • Getting campaign data in your CRM means you're able to track digital and offline events, and you're doing it in a way that the sales team understands.
  • Mapping UTM parameters to their digital campaigns is the trickiest and most essential element in accurate return on ad spend reports. It's critical that the entire team is on board and using the same UTM structure.
Recommendations:
  • Standardizing how your team creates opportunities in your CRM may seem like a waste of effort, but your future analyst will thank you. Custom fields are a fantastic way to organize your campaign data and avoid multiple layers of parent campaigns - which creates a minefield of data issues in any analytics platform.
  • Check out our best practice guide and socialize it with your team. Your reporting is only as good as the data you're collecting, and digital advertising is a critical component to track.
Average
Implications:
  • Good job! Now it's time to think about how your business could grow and what you'll need to track in the future.
  • Spreadsheets are good. They're not fool proof, but it's better than not having a standardized UTM format.
Recommendations:
  • Look for ways to clean up historical data through automation. This should include deduplication, converting matched leads to contacts against an account, and data normalization on common fields like industry and job title.
  • Look for ways to normalize data to make it even more useful in reporting cycles. We also recommend investigating IP-address de-anonymization and other forms of de-anonymization for your website data.
  • If your team still relies on a centralized resource, they're not developing the skills necessary to become a next-gen marketing leader. While not everyone will have the aptitude or appetite for analysis, there's a lot to be said for the ability to independently adjust one's tactics to better align with the company's goal.
  • Many of us in B2B have heard sales complain about MQL duplicates. Consider aggregating account scores and finding a system that can elevate both first and third-party engagements that are relevant to your selling cycle.
Best Practice
Implications:
  • We understand why companies embrace this reporting structure. However. Think of how your sales organization and marketing team wants to view the data. Are we prioritizing visibility into the dimension that's most likely to indicate a conversion or are we prioritizing what they clicked on to perform a subsequent CTA? Which do you think your sales team cares more about?
  • Having a campaign ID ensures that mapping is less dependent on precise typing - and cuts out the odds you'll repeat a campaign name at some point.
Recommendations:
  • We all know a demo request is far more valuable than a gated content download. Organizing your campaign data by what a person did with your brand instead of nesting campaign parent-child layers helps your sales team appropriately prioritize leads for follow-up. It allows you to understand what converts best. We recommend storing UTM data at the campaign member layer and thinking of cost calculations as a combined cost of "two" interactions viewed by the rest of the organization as a single hand raise.
  • You're using a best practice format. The only thing that may be better is a system that automates UTM creation for your team.
Next Practice
Implications:
  • You've unlocked a new level. Your title is now Campaign Best Practice Guru.
  • Nice job! You've realized best practice status.
Recommendations:
  • We have nothing to teach you here, Jedi Master.
  • Nothing to add here. You've #nailedit.

Understanding & Optimizing What Works

At Risk
Implications:
  • Lead tracking in the CRM and linking activity to campaign data is a must-have for any marketing organization. It’s also table stakes for building inbound pipeline for the sales team.
  • Investors think of marketing impact as it relates to pipeline and revenue. Linking campaign activity to pipeline and revenue is a critical step toward creating board reports that resonate.
Recommendations:
  • Gate opportunity creation so that the sales team must create their opportunities from a contact record. Don’t forget to remove the “New” button on the opportunity related list of the account page layout and removing the option to create opportunities from the opportunity tab in your CRM.
  • Speak with your CRM administrator about gating opportunity creation from the contact object.
Lagging
Implications:
  • Tracking lead volume is a great first step to proving your impact on the business. Because business leaders think about everything in terms of revenue, linking that lead volume to opportunities.
  • Not gating opportunity creation from the contact creates major gaps in campaign effectiveness visibility.
Recommendations:
  • Standardizing how your team creates opportunities in your CRM may seem like a waste of effort, but your future analyst will thank you. Custom fields are a fantastic way to organize your campaign data and avoid multiple layers of parent campaigns - which creates a minefield of data issues in any analytics platform.
  • Check out our best practice guide and socialize it with your team. Your reporting is only as good as the data you're collecting, and digital advertising is a critical component to track.
  • Gate opportunity creation so that the sales team must create their opportunities from a contact record.
  • Speak with your CRM administrator about gating opportunity creation from the contact object.
Average
Implications:
  • Dividing stages by the stage attainment date instead of cohorting them means we’re comparing different cohorts of accounts to each other in ratios. If an earlier stage is ever smaller than a later stage, this can cause the management team to spin out quickly.
  • Linking campaigns to opportunities is a fantastic step on your attribution journey. Don’t limit yourself, though. Campaign tactics aren’t meant to work equally at every stage of the journey, and limiting yourself to one measure of campaign success trains your executive team to think about marketing as a lead generation department – not a revenue generating department.
Recommendations:
  • Stamp the date each stage is reached on your records. That way, you can look at MQL records that happened in a given period and how they evolved, as opposed to comparing MQLs in May (for example) to Opportunities created in May regardless of when those accounts were qualified.
  • Explore different multi-touch attribution options and keep in mind whether it makes sense to limit yourself to the opportunity contact roles in your CRM. If you aren’t limited to specific buyer committee, capturing all system signals across the account makes a lot of sense.
Best Practice
Implications:
  • Stamping funnel stages and going to the hard work of cohorting data gives you more meaningful trend analysis. Nice work!
  • Pushing sales to add contact roles can lead to resentment, because data entry doesn’t help sales close deals. However, we empathize with your need to see the full buyer journey.
Recommendations:
  • The next phase in your funnel journey is to use trends to predict how much volume you need in each stage to meet a goal. You can even use trend data to optimize the time prospects spend in each stage and drive greater efficiency.
  • By automating role creation or using a tool that opens up visibility automatically will help you avoid unnecessary friction with your sales team.
Next Practice
Implications:
  • The ability to forecast means you can adjust your plan as data rolls in for the quarter. A marketer who can practively adjust their activity is what every investor dreams of. Excellent work!
  • You can see every related meaningful interaction when it comes to how marketing is impacting the business. Great work!
Recommendations:
  • Make sure you have frequent data reviews in place to capitalize on your ability to predict how the quarter is trending.
  • Work with sales and finance to see what kind of activity they would need to see included to buy in on your model 100%. If you aren’t using attribution in the boardroom, you have more work to do.

Proving ROI

At Risk
Implications:
  • You likely feel out of control and question whether money is being used efficiently. Your finance team would like more granular information in a format they agree with.
  • Resource constraints are insights killers. We empathize with you
Recommendations:
  • Consider having your agency work directly with your finance team to figure out what steps are needed to make everyone comfortable with the numbers.
  • If your business wants “real numbers” and is pressuring you to report on a set of metrics, they should meet you half way by investing either in contractors to put the infrastructure in place or a full time resource. Preferably the full time resource.
Lagging
Implications:
  • Ad platforms tend to think of attribution from a very singular point of view. If an opportunity can be found, 100% of the amount is credited to the ad. And chances are good it calculates return on ad spend against pipeline, which isn’t how your finance team thinks about ROI.
  • Single-point attribution, like last touch or lead source reporting, give you a single metric to judge campaigns by. Marketers know that we need different campaign tactics for different points of the buyer journey, and that means having more than one data point for our campaigns.
Recommendations:
  • Consider an attribution tool to help you calculate return on ad spend in a way that finance buys into. This may require some fancy footwork around appending UTM parameter data to campaign members in your CRM. Make sure a potential vendor can handle your finance team’s requirements and work with your data.
  • A decent first step could be turning on campaign influence reporting in your CRM. This would at least give you visibility into the campaigns your primary contact is interacting with. However, pressuring the sales team to enter opportunity contact roles can introduce friction. Look for tools that automatically consider a wide range of data to avoid this hurdle.
Average
Implications:
  • Ad platforms tend to think of attribution from a very singular point of view. If an opportunity can be found, 100% of the amount is credited to the ad. And chances are good it calculates return on ad spend against pipeline, which isn’t how your finance team thinks about ROI. But it’s still a useful measure to optimize your campaigns, which may be all you’re under pressure to do right now.
  • Single-point attribution, like last touch or lead source reporting, give you a single metric to judge campaigns by. Marketers know that we need different campaign tactics for different points of the buyer journey, and that means having more than one data point for our campaigns.
Recommendations:
  • Consider an attribution tool to help you calculate return on ad spend in a way that finance buys into. This may require some fancy footwork around appending UTM parameter data to campaign members in your CRM. Make sure a potential vendor can handle your finance team’s requirements and work with your data.
  • A decent first step could be turning on campaign influence reporting in your CRM. This would at least give you visibility into the campaigns your primary contact is interacting with. However, pressuring the sales team to enter opportunity contact roles can introduce friction. Look for tools that automatically consider a wide range of data to avoid this hurdle.
Best Practice
Implications:
  • Nice job! You’ve reached a great state.
  • Chances are high that you’re relying on campaign-based attribution. If you’re trying to use the data to show marketing’s share of pipeline and revenue compared to what other departments are contributing, you must include more activity so those teams are represented.
Recommendations:
  • Now it’s time to buckle down and work with finance to figure out what they need to accept a model from marketing – not the other way around.
  • Work with an attribution tool that supports cross-functional attribution. This means widening your reporting scope to include activities that fall outside of your CRM campaigns.
Next Practice
Implications:
  • You’ve reached an ideal state and your peers envy you.
  • Your work here is done. Fantastic job!
Recommendations:
  • You're really #nailingit.

Sales & Marketing Alignment

At Risk
Implications:
  • Chances are high that you have an integration issue or your high quality leads are buried by leads that don’t convert.
  • Unfortunately, it’s common for sales and marketing to be misaligned. But your company’s success depends on your leaders working together to fix it.
Recommendations:
  • Map out your lead sources and how the data flows to your CRM. Fix any issues that are surfaced. Also, analyze whether your sales team has enough leads, how each campaign type converts into opportunities, and consider adding a gating mechanism so they aren’t chasing the wrong prospects.
  • Operations can help by putting data in place and fact-checking rumors swirling around your organizations. Use funnel and attribution data to put numbers behind what works and what doesn’t instead of letting gut feel rule your go-to-market teams.
Lagging
Implications:
  • Usually, there are a few reasons why lead quality is poor. Misalignment on messaging, an issue with product market fit, and not holding back leads that aren’t ready to talk to sales could all be culprits.
  • It can be hard to hear sales objections when you’ve worked hard to put reports in place. However, there’s usually some truth behind consistent complaints.
Recommendations:
  • Work with your sales team and dig into your data to figure out how to best prioritize the accounts that are most likely to buy.
  • Data helps us remove our biases and look at what’s happening in our company objectively. Investigate sales claims and approach solutions with empathy for how hard of a job the sales team has.
Average
Implications:
  • The good news is that we rarely see sales get excited about leads. You’ve figured out which signals mean they’re ready to buy. Unfortunately, your sales team doesn’t feel they have enough lead volume to meet their pipeline generation goals.
  • When salespeople are apathetic about qualified leads, there’s either a problem with message, ideal customer profile alignment, or a lead’s readiness to buy.
Recommendations:
  • Analyze what converts well and how to increase those lead sources. This may mean using correlation data - or looking at activity that naturally leads to a secondary action. For example, a benefit of a performance marketing advertising strategy may be a bump in demo requests.
  • Analyze the lead sources being routed to sales and determine if there are certain types that are converting better than others. Create a safe space for sales to provide feedback and communicate how their feedback is incorporated into your marketing strategy.
Best Practice
Implications:
  • If they’re happy with lead production, we assume you’re hitting your pipeline generation goals. If not, there's more work to be done.
  • Structure and support from your sales managers are key to making the most out of your leads. Great job.
Recommendations:
  • To refine your campaign strategy even further, analyze what works when in the buyer journey to maximize your pipeline production.
  • The next step is finding ways to improve upon your campaign performance for optimal pipeline production. Make sure your marketing team is incentivized to create pipeline and revenue over lead volume.
Next Practice
Implications:
  • Great job! Opinions matter, but having the right data can change minds. Knowing how your team is performing is always better than guessing.
  • Congratulations! You’re living the dream.
Recommendations:
  • To refine your campaign strategy even further, analyze what works when in the buyer journey to maximize your pipeline production.
  • You should speak at B2B marketing conferences. We're 100% serious.

Resources to develop your marketing maturity

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Playbook: The CMO’s 90-Day Guide to Better Analytics
Get the Guide
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The Ultimate Guide to DIY B2B Marketing Attribution
get the guide
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The Phases of Marketing Analytics Maturity
Read the blog
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