☐ Growth strategy is targeted toward defined buyer personas and ideal customer profiles ☐ Clearly defined partner tiers, regularly co-hosted events, content sharing and more ☐ Data-driven decision-making based on regular experiments is core to overall approach and strategy ☐ Teams are monitored and measured based on performance toward goals defined in the SLA ☐ Goals are regularly monitored, and strategy is adjusted based on performance ☐ Clearly defined personas and ideal customer profiles, but they aren’t integrated into the greater strategy ☐ Defined partnerships and regular events or content sharing, but not fully integrated into greater strategy ☐ Regular experiments to improve processes and address gaps in your strategy ☐ Documented service-level agreement (SLA) exists between marketing and sales, but adherence is inconsistent ☐ Goals are defined and occasionally monitored, but strategy doesn’t adapt based on results ☐ No defined buyer personas or ideal customer profiles ☐ Initial buyer personas or profiles exist, but they are not actively used ☐ No defined process or partner relationships for co-marketing ☐ Some partner relationships exist, but no structured co-marketing process ☐ No defined process, experiments or data-informed decisions for growth ☐ Some ad-hoc experiments are conducted, but no overall growth strategy ☐ No defined alignment between your marketing and sales teams ☐ Some efforts to align marketing and sales exist, but no formal SLA ☐ No defined goals or performance indicators ☐ Goals are set on an ad-hoc basis and not tracked ☐ Regular keyword research, planning and editorial calendar directly informs content production ☐ Site has a strong technical foundation (mobile-friendly, fast load times, proper indexing) ☐ All pages are optimized with unique titles, meta descriptions and structured content ☐ Active backlinking strategy with high-quality inbound links ☐ Website’s domain authority is high relative to industry benchmarks ☐ Some keywords in the top 5, loose editorial process for weaving keywords into content strategy ☐ Most critical technical SEO issues are resolved, periodic audits conducted ☐ Key pages are optimized, but some inconsistencies in metadata or content structure ☐ Some backlinking efforts, mix of medium and high-quality links ☐ Website’s domain authority is moderate and growing ☐ Little to no keyword research and no tracking in marketing automation platform, CRM or SEO tools ☐ Irregular keyword research or tracking, no keywords in top 5 rankings ☐ Many critical SEO issues exist (broken links, missing alt tags, slow site, etc.) ☐ Some technical SEO issues addressed, but many remain unresolved ☐ Site pages have missing or poorly written titles and meta descriptions ☐ Some pages have basic optimization, but overall on-page SEO is inconsistent ☐ No backlinking strategy. Little to no inbound links from reputable sites ☐ Some ad-hoc backlinking (e.g., local directories), but no consistent strategy ☐ Website’s domain authority is low ☐ Domain authority is slightly improving but still below industry average ☐ There is a tightly knit set of 10–20 keywords in each ad group that strongly align with the ads. Keywords have low cost per click and cost per conversion ☐ Ads have strong calls to action, frequently use the target keyword and have a great quality score (7 or above) ☐ Landing pages are fully optimized (aligned copy, strong form strategy, trust elements) and consistently used for ads ☐ Display campaigns are fully integrated with overall strategy, with clear CTAs and consistent branding ☐ Retargeting campaigns are segmented by audience behavior and fully leverage personalization ☐ Entire account is well-organized; campaigns, ad groups and ads are structured around specific goals ☐ Keywords align well with ad groups and ads, with moderate cost per click and cost per conversion ☐ Ads have a decent call to action, occasionally feature the target keyword and have a good quality score (5 or above) ☐ Users are directed towards landing pages, but they are not fully optimized (copy somewhat aligns, basic form strategy, minimal trust elements) ☐ Display campaigns exist and are clearly branded, but don’t integrate with the greater strategy ☐ Retargeting campaigns are targeted toward specific pages or segments of your database ☐ Entire account is organized with campaigns grouped by goals, but ad groups and ads are slightly disorganized ☐ Keywords do not align with ad groups or ads ☐ Keywords somewhat align with ad groups and ads, but there is poor use of keyword match types and high cost per click and cost per conversion ☐ Ads lack a call to action, are misaligned with the content offer and have a low quality score (3 or less) ☐ Ads have a weak call to action, don’t feature the target keyword and have a reasonable quality score (4–6) ☐ Users are directed towards website pages or blog posts rather than landing pages from ads ☐ Users are directed towards landing pages, but they are not optimized (copy does not align with ads, poor form strategy, no trustmarks, etc.) ☐ Not currently leveraging display campaigns ☐ Display campaigns exist, but without clear calls-to-action or consistent branding ☐ Not currently leveraging retargeting campaigns ☐ Retargeting campaigns exist but only toward all website visitors ☐ Account is disorganized or lacking coherent structure ☐ Some campaigns are organized by goals, and no structure exists for ad groups and ads ☐ Editorial calendar dictates content production and helps inform greater strategy such as social media, email and paid advertising ☐ Blogs are persona and keyword targeted with different blogs being created for different stages of the buyer’s journey ☐ You frequently submit pitches and finished posts to platforms that your personas frequent ☐ You regularly receive and publish guest posts that align with your content needs ☐ You regularly utilize Ai tools to plan and build your blogging strategy ☐ Editorial calendar guides content production, but doesn’t inform greater strategy ☐ Personas directly inform keyword research and the pain points addressed by blogs, but only top of funnel ☐ You regularly submit pitches or finished posts to platforms that your personas frequent ☐ You have a defined process for reviewing guest blog submissions, but they don’t always align with your needs ☐ No defined editorial process ☐ Editorial calendar exists, but content production doesn’t always adhere to it ☐ No alignment between SEO strategy, personas and blog content ☐ Some blogs are written that are either keyword or persona targeted ☐ No process or outreach exists to contribute to guest blogging opportunities ☐ You occasionally submit pitches or finished posts for other blogs, but not consistently or strategically ☐ You don’t solicit or accept guest blogging submissions ☐ You occasionally accept guest blogging submissions, but don’t have a process for reviewing them ☐ Evergreen content is frequently reshared with clear strategy and reasoning for syndication ☐ Consistent posting with dedicated campaigns and frequent use of images and hashtags ☐ Regularly leveraging relevant platforms and regularly monitoring for performance and feedback ☐ Frequently engage with community on social media and well-defined process across the company ☐ Frequent outreach to influencers to promote your brand and defined strategy for identifying relevant influencers ☐ Evergreen content is regularly reshared on relevant channels ☐ Regular posting but infrequent use of images, hashtags or strategic campaigns ☐ Regularly leveraging platforms relevant to your buyer personas, but only casually monitoring results/feedback ☐ Regularly engage with community on social media, but poorly defined process across the company ☐ Regular outreach to influencers to promote your brand on social media, but lacking strategy ☐ No defined process for content syndication ☐ Evergreen content is occasionally reshared on relevant channels ☐ Not actively leveraging social media to build an audience ☐ Infrequent posts and rare use of images, hashtags or strategic campaigns ☐ Not on platforms relevant to your buyer personas ☐ Platform monitoring is set up, but infrequently leveraged ☐ No defined process and irregularly engaging with your community ☐ Infrequently engage with community on social media, occasionally ignore posts tagging your brand ☐ No defined process and never interact with influencers ☐ Occasional outreach to influencers to promote your brand on social media ☐ Content production aligns with personas and a strategy that is informed by and supports email, social media and other channels ☐ Content is frequently distributed through numerous channels and is informed by email, social media or other strategies ☐ Premium content offers exist for each persona, they are aligned with ToFu/MoFu/BoFu strategy and are updated frequently ☐ Content production aligns with personas and a dedicated content strategy, but isn’t informed by other channels ☐ Content is regularly distributed through numerous channels, but doesn’t feed into a greater strategy ☐ Premium content offers exist and are aligned with ToFu/MoFu/BoFu or persona strategy, but there are gaps (missing or outdated content) ☐ No greater content strategy exists ☐ Content production aligns with personas, but not a greater strategy ☐ No defined process for distributing content ☐ Content is occasionally distributed through channels outside a blog ☐ No existing premium content offers ☐ Some premium content offers exist, but they are misaligned with your ToFu/MoFu/BoFu and persona strategy ☐ Brand and messaging are well-defined and easily accessible for team members ☐ Awards are applied to regularly and there is a process for identifying and submitting consistent applications ☐ Pitches and news are regularly shared with the media and a team or individual owns the relationship ☐ Swag exists for your brand and is regularly updated to reflect current trends ☐ Press releases are regularly shared and a team or individual owns public relations ☐ Brand and messaging are well-defined, but resources are not easily accessible for team members ☐ Awards are applied to regularly, but no defined process exists for doing so ☐ Pitches and news are regularly shared with the media, but nobody owns the relationships ☐ Swag exists for your brand and is shared with employees and influencers, but it is outdated ☐ Press releases are regularly shared through distribution channels, but nobody owns public relations ☐ No defined brand or messaging guidelines ☐ Some guidelines exist for using your brand and messaging ☐ No defined process for finding or applying to awards ☐ Awards are applied for on an ad-hoc basis ☐ No defined process for engaging with the media ☐ Pitches or news are infrequently shared with the media, no defined role exists ☐ No swag exists for your brand ☐ Some swag exists for your brand, but it isn’t distributed to build awareness ☐ No defined process for public relations or news sharing ☐ Press releases are infrequently shared and not distributed through channels like PR Newswire ☐ User groups are regularly engaged with and feedback often informs strategic decisions ☐ Webinars are regularly run, and they support or directly inform future content or nurture strategies ☐ Trade shows or conferences are budgeted, sponsored and have goals such as ROI or lead generation ☐ Speaking engagements are applied for and promoted as part of the overall strategy ☐ User groups are regularly engaged with, but insights rarely integrate with greater strategy ☐ Webinars are regularly run, but without feeding into a greater strategy ☐ Trade shows and conferences are planned for and sponsored, but not measured for impact ☐ Speaking engagements are regularly applied for, but it’s reliant on individual employee initiative ☐ No defined process for creating or leveraging user groups ☐ User groups exist, but they are rarely leveraged or interacted with ☐ Not currently running webinars ☐ Webinars are run occasionally on an ad-hoc basis ☐ Not currently running or attending trade shows or conferences ☐ Trade shows and conferences are attended occasionally ☐ No defined process for identifying or applying for speaking engagements ☐ Speaking engagements are identified and applied to on an ad-hoc basis ☐ Lifecycle stages are well-defined and inform greater conversion and nurture strategies ☐ Lead nurture workflows for each buyer persona exist that are aligned with their unique transitions between stages ☐ Seamless triggers and alerts that queue up additional workflows and notify sales ☐ Different re-engagement campaigns are run based on a number of triggers or factors ☐ Lifecycle stages are well-defined and guidelines dictate how someone transitions from stage to stage ☐ Several lead nurture workflows exist that are mostly aligned with defined lifecycle stage transitions ☐ Well-defined triggers for workflows and sales notifications, but some friction exists ☐ Re-engagement campaigns are run based on a set trigger or factor ☐ No definitions exist for what constitutes certain lifecycle stages ☐ Lifecycle stages are loosely defined without information on how someone transitions from stage to stage ☐ No defined lead nurturing workflows exist ☐ Some lead nurture workflows exist but they are misaligned with defined lifecycle stage transitions ☐ No automation for triggers or alerts based on lifecycle stages ☐ Some triggers exist for lifecycle stages to queue up additional workflows or notify sales ☐ Not currently running re-engagement campaigns ☐ Some re-engagement campaigns are run on an ad-hoc basis ☐ Lead scoring model is well-defined and leveraged in sales outreach and marketing nurture strategies ☐ Lifecycle stages are well-defined, known for most or all contacts and fully automated ☐ A clear ToFu/MoFu/BoFu form strategy is used consistently across the site along with progressive profiling and integration with lead scoring and lifecycle stages ☐ Marketing and sales software are fully integrated, there is clear visibility into performance and there’s a well-defined process for auditing new technology ☐ Your database is fully maintained through workflows and automation with all relevant cross-object field mappings set up ☐ Sales activity is regularly reported on and tracked toward a sales planning tool ☐ Opportunity stages are well-defined and automation is in place to assist with keeping records up to date which informs prioritization and process ☐ Leads are automatically rotated based on clearly defined factors such as region, company size or round robin ☐ Lead scoring model is well-defined, but infrequently leveraged in greater strategy ☐ Lifecycle stages are known for some contacts through automation, but some manual effort still exists ☐ A master form strategy exists, but there is a lack of progressive profiling or incorporation into the broader revenue operations strategy ☐ Marketing, sales and service software are well integrated, but reporting is challenging and/or auditing new technology is inconsistent ☐ Your database is mostly maintained through workflows and automation with some cross-object field mapping set up ☐ Sales activity is regularly reported on in a singular dashboard or system ☐ Opportunity stages are well-defined and are regularly updated, but there is still manual effort involved ☐ Leads are automatically rotated based on a mix of factors such as region, company size or round robin ☐ No defined lead scoring model ☐ Lead scoring model is poorly defined or outdated and thus relatively inaccurate ☐ No definitions exist for what constitutes certain lifecycle stages ☐ Lifecycle stages are known for few contacts, but updating is largely manual ☐ There is no clear form strategy present ☐ A loosely defined form strategy exists, but there is a lack of consistent application, resulting in a large number of forms across the site ☐ Marketing, sales and service software are not integrated and do not communicate ☐ Marketing, sales and service software are connected but leads are frequently lost between tools ☐ No process or workflows are in place to automatically manage contacts, companies, deals or tickets ☐ A few workflows exist to automatically manage contacts, companies, deals or tickets, but the process is largely manual ☐ No defined process or reporting structure for sales activity ☐ Sales activity is occasionally reported on, but in disparate systems ☐ No defined process for sales pipeline management ☐ Opportunity stages are somewhat defined, but records are updated infrequently or manually ☐ No defined process for lead rotation ☐ Leads are manually rotated with a poorly defined process ☐ Information architecture is well-organized, persona-driven and flexible as your business and customers change ☐ Exceptional user experience with seamless navigation and frictionless conversion opportunities ☐ Landing pages and thank you pages are always created and aligned with best practices ☐ CTAs are regularly created and always align with page content and their destination ☐ Full conversion paths exist for each persona, and the website guides users through them ☐ Information architecture is well-organized and aligned with personas, but inherently inflexible ☐ Good user experience with rare errors but occasional difficulty navigating or friction in conversion ☐ Landing pages and thank you pages are created, but are occasionally misaligned with best practices ☐ CTAs are regularly created but are occasionally misaligned with page content or their destination ☐ Full conversion paths exist for each persona, but aren’t easily navigated through the website ☐ No documented information architecture for the website ☐ Information architecture exists, but it is not intuitive and content is difficult to find for your personas ☐ Overall poor user experience with frequent slow load speed, dark patterns, 404 pages, etc. ☐ Decent user experience with occasional slow load speed, dark patterns, 404 pages, etc. ☐ No defined process for creating landing and thank you pages (multiple landing pages without dedicated thank you pages) ☐ Landing pages and thank you pages are created, but are misaligned with best practices ☐ No defined process for creating or assigning CTAs on your website ☐ CTAs are occasionally created, but are frequently misaligned with page content and/or their destination ☐ No defined conversion paths ☐ Conversion paths exist, but not for every persona or there are clear gaps (e.g., missing MoFu content) ☐ Funnel metrics are tracked or reported on a monthly basis and directly inform strategic decisions ☐ Forecasting is a core segment of setting annual goals ☐ A strategic balance of automated reporting and manual validation or deep dives ☐ Goals are set, measured against and used as a feedback loop to make strategic decisions ☐ Funnel metrics are tracked or reported on a monthly basis, but results don’t inform strategy ☐ Forecasting occurs for some goal setting and is done with validated data ☐ Automated reporting dashboards are built out, but not regularly validated with manual reports ☐ Goals are set and performance is measured frequently, but insights are rarely acted upon ☐ Funnel metrics are not actively tracked or reported on ☐ Funnel metrics are infrequently tracked or reported on ☐ No funnel forecasting is conducted ☐ Forecasting occurs for setting goals for specific projects or with unvalidated data ☐ No defined process for reporting ☐ Reporting occurs but the balance between automated and manual reporting varies ☐ Goals are not set ☐ Goals are set but there is no active process to measure performance against those goals
Strategic Approach Maturity
Advanced
Intermediate
Beginner
SEO Maturity Assessment
Advanced
Intermediate
Beginner
Paid Search (PPC) Maturity Assessment
Advanced
Intermediate
Beginner
Blogging Maturity Assessment
Advanced
Intermediate
Beginner
Social Media Marketing Maturity Assessment
Advanced
Intermediate
Beginner
Content Marketing Maturity Assessment
Advanced
Intermediate
Beginner
Brand Marketing Maturity Assessment
Advanced
Intermediate
Beginner
Event Marketing Maturity Assessment
Advanced
Intermediate
Beginner
Lifecycle Marketing Maturity Assessment
Advanced
Intermediate
Beginner
Lead Management Maturity Assessment
Advanced
Intermediate
Beginner
Website Design Maturity Assessment
Advanced
Intermediate
Beginner
Reporting Maturity Assessment
Advanced
Intermediate
Beginner
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