How mature is your organisation in implementing marketing technology? Test yourself!

Marketing managers: Compare your digital maturity with others

How can you increase profitability and take the digitalisation to the next level?

Wiraya and partners interviewed marketing leaders in Sweden to check their maturity in marketing technology. Among our interviewed, the majority were in two phases, named ‘the seekers’ and ‘the insightful’. Only a few companies scored high in all areas and became ‘the driven’. We found that the most important factor for success is a clear strategy, implemented throughout the organisation.

How is your digital maturity? Are you among the ‘seekers’ or ‘the driven’ companies in digitalisation?

THE SEEKERS

There are many marketing de­partments at traditional companies that currently have a profitable business and that only has started its journey to change. Many companies have started or set the strategy, but have had difficulty to create a process for change.

The main challenge is to keep the focus on maintaining profitability while doing major changes in order to stay competitive also in the future. Market­ing managers are unsure of what they actually need in terms of system support or data, and therefore have difficulty setting up requirement specifica­tions, even if they have the oppor­tunity to do so.

THE INSIGHTFUL

In this phase you’ll find many of the tech companies, many of them have just left the start-up phase.  Traditional companies that have set up separate digital departments are also positioned here. The companies often have the system sup­port in place and work in customer workflow processes. The marketing departments fo­cus mainly on digital activities.

Even though marketing leaders sense they’re on the right track, they feel significantly less confident in terms of Martech strategy, process­es, data and analysis than the compa­nies in ‘the seekers’ phase do. Some also express concerns that the company will be outrun by com­petitors or that other parts of the company don’t understand the level of investment needed in marketing technology.

THE DRIVEN

A few companies put themselves high in all areas (organisation, processes, strategy, data/analytics, and systems). A distinctive success factor for all these companies was a clearly implemented strategy and focus in all areas throughout the organization.

Their organisations were in a clear change and had great con­fidence. Their technology was referred to as an enabler and often an advantage over their competi­tors. Many of these marketing leaders also had sales responsibilities, controlling both the business and the customer experience to maximise profitability.

 

Edward Maine

Head of Marketing

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