B2B maturity map
Digitally empowered
experience
2.0
3.0
Disconnected experience
1.0
Integrated customer experience
4.0
Value-based customer
experience
Maturity dimension
Customer strategy
Marketing and sales
Data and technology
Analytics and insights
A digital customer strategy doesn't exist. Strategy is channel-focused.
A digital marketing customer strategy exists. The sales strategy is developed separately.
A digital customer strategy exists across sales and marketing for key customer segments.
A digital customer strategy is developed across all microsegments and driven by predicted customer preferences.
Marketing and sales are dynamically integrated with always-on campaigns. Modular content is available.
Marketing and sales channels are fully integrated.
Marketing channels are integrated. Marketing and sales teams are siloed.
Marketing channels are siloed. Marketing and sales teams are siloed.
A digital customer strategy is developed across all microsegments and driven by predicted customer preferences.
A digital customer strategy exists across sales and marketing for key customer segments.
Marketing data is captured and integrated. Sales data is separate. The tech stack enables trigger marketing.
Data is captured by channel and not integrated. The tech stack is not integrated.
Automated analytics are available. Customer experience optimization analysis is developed across the sales funnel.
Customer insights are developed across marketing and sales.
Customer insights are developed across digital marketing channels with separate analytics for sales.
Insights are channel-focused. Performance is measured against channel benchmarks.
