Different organisations are at various stages of maturity, and it is essential to understand the level of maturity state they are at before they embark on a MarTech journey. Businesses are eager to transform from ROI to ROC (Return on Customer). From fragmented and different data sources to a single unified view. From dark mystery data to analysing all or relevant data points. From carpet bombing mass communication to personal communication. From having fragmented digital presence to integrated digital presence. It is imperative to understand the maturity and then make these MarTech investments accordingly. A MarTech Maturity Framework assesses the level of customer marketing maturity of an organisation. This is measured across six functions: Customer Strategy, Data Maturity, Technology Maturity, Analytics Maturity, Campaign Maturity and Digital Maturity. It enables marketers to get a realistic assessment of where they stand. MarTech Maturity aims to help organisations understand and identify various aspects of data driven marketing. The assessment helps answer the following questions:

MarTech neither starts with Marketing nor with Technology.

It starts with the customer’s need and a clearly articulated business strategy.

Ajay Kakar

Chief Marketing Officer,
Aditya Birla Capital Ltd.

A MarTech Maturity Framework assesses the level of customer marketing maturity of an organisation. This is measured across six functions: Customer Strategy, Data Maturity, Technology Maturity, Analytics Maturity, Campaign Maturity and Digital Maturity. It enables marketers to get a realistic assessment of where they stand.

MarTech Maturity aims to help organisations understand and identify various aspects of data driven marketing. The assessment helps answer the following questions:

Customers expect sophisticated engagements from marketers. The competition is no longer from the same industry; digital first companies like Amazon, Uber and Netflix have set expectations and trained them to expect nothing less than frictionless, personalised and perfect experiences. The marketing maturity in organisations vary significantly from one function to another. Based on the maturity of the organisation they range from being “Initial” to being “Multi-Moment”.

MarTech assessment will enable marketers to understand the current state of the organisation and chalk out a roadmap keeping in mind the future state. It will help in tying the technology objectives to business KPI’s through an implementable and realistic plan.