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MarTech & CX Maturity Assessment

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MarTech & CX Maturity Assessment

1. Customer-Centric Strategy

1. Do you have clearly defined customer personas and journey maps updated regularly?
2. Are you leveraging real-time customer insights to adapt marketing strategies?
3. Is customer experience (CX) embedded within your strategic business objectives?
4. Do you proactively respond to anticipated customer needs?
5. Do you regularly use customer feedback to refine your CX approach?

2. Advanced Data Management

1. Do you have a unified, real-time CDP integrating first-, zero-, and third-party data?
2. Have you implemented privacy-compliant data collaboration solutions?
3. Are your data governance policies clearly defined, enforced, and reviewed?
4. Can you manage identity resolution without relying on third-party cookies?
5. Are you actively leveraging zero-party data to enhance personalization?

3. AI & Technology Integration

1. Have you integrated AI-driven technologies in your MarTech stack?
2. Do you use Generative AI for scalable content creation?
3. Are conversational interfaces supporting customer interactions?
4. Does your current stack integrate emerging technologies?
5. Are predictive analytics via AI regularly used?

4. Predictive & Prescriptive Analytics

1. Do you regularly use predictive analytics?
2. Have you implemented prescriptive analytics?
3. Can you capture and act on real-time intent signals?
4. Do you measure predictive insight effectiveness?
5. Are models embedded in customer channels?

5. Hyper-Personalization & Automation

1. Can your system deliver personalized, real-time experiences?
2. Do you automate journeys based on behaviors?
3. Are next-best-action technologies used?
4. Have you implemented hyper-personalization?
5. Do you measure impact on satisfaction and CLTV?

Your MarTech & CX Maturity Scorecard

Overall Maturity Level:

Total Score:

To get a full, 360-degree view of your organization's overall MarTech maturity—including additional dimensions such as Governance, ROI, Talent Readiness, and more—work with our team to conduct a comprehensive enterprise-wide assessment and roadmap planning.

Maturity Level Legend

Level Description
Level 1 – Foundational Minimal capabilities. Marketing and CX efforts are fragmented and reactive. Reliant on manual processes with negligible use of automation or customer insight. Technology adoption is ad hoc.
Level 2 – Emerging Some foundational systems exist. There is awareness of the importance of CX, data, and AI, but execution is inconsistent and siloed. Early pilots or tooling may be present but lack strategy alignment.
Level 3 – Integrated Core systems are connected. Data, AI, and automation are applied in key areas. Personalization and governance are formalizing. Marketing operations are guided by more data and aligned goals.
Level 4 – AI-Enhanced & Composable Real-time data flows and automation are embedded into core processes. AI supports decision-making, content, and personalization. There is a strong foundation of governance and cross-team collaboration.
Level 5 – Autonomous & Experiential Fully mature systems that operate predictively and proactively. AI and data drive all CX decisions. Personalization and automation run autonomously across all channels with minimal manual intervention. The organization embraces innovation and continuous optimization.