The “job” of marketing changes as B2B and B2C-B2B companies evolve and a framework is needed to manage this change and systematically mature the marketing function to meet changing business needs and future demand generation requirements. A capability maturity model is a framework to guide organizations in improving their key functions and processes over time. First popularized at Carnegie Mellon University’s Software Engineering Institute (SEI) as a means for improving software development processes, capability maturity models have since been developed for improving additional technology-related and other complex business and organizational functions.
Like other actionable maturity models, this model consists of maturity levels that establish successive foundations for continuously improving key competencies. Each level represents an increased ability to manage the function and impact the business. Establishing all of each level’s foundational elements is critical to both near-term marketing improvement and to enabling successful adoption of the next level’s elements. Without all the appropriate foundational elements in place, attempted adoption of advanced tools and other elements from higher levels of maturity is ill-advised and will likely yield a predictable negative or low ROI result.
This paper introduces and describes the Business-to-Business Marketing Maturity Model. It is intended for executives, investors and practitioners but may be of interest to anyone who “touches” Marketing or is invested in its success.