About this tool
Maturity assessment, explained
This marketing maturity assessment rates your team on six areas: Strategy, Content, SEO, Paid, Analytics and Automation. Two questions per area give a score out of 100, a radar chart and up to three areas to start with, each with a next step.
How to use it
- 1Answer twelve questions, two per area, one per screen, such as "Do you have a written plan for the year?".
- 2Pick the level that best describes your team today: Not yet, Ad hoc, Repeatable or Optimized. The radar fills in as you go.
- 3Read your score, its stage, the level of each area and "Where to start".
- 4Open "How much each area counts" to set an area to Ignore, Normal, High or Key, then use Download chart (SVG), Copy summary or Copy link.
How it works
How the score is calculated
Each answer counts from 1 to 4: Not yet is 1, Ad hoc 2, Repeatable 3 and Optimized 4. An area's level is the average of its two answers, so it can sit between two levels, such as 2.5. The score averages the six areas, weighted by how much each counts (Ignore 0, Normal 1, High 2, Key 3), and rescales the result so that all Not yet gives 0 and all Optimized gives 100.
"Where to start" lists up to three areas below Repeatable, lowest level first. When two areas are level, the one that counts more comes first, then the one higher in the list. Each comes with a next step, such as writing a one-page plan for Strategy or tagging every link for Analytics. If every area is at least Repeatable, the tool names your strongest area as the model instead.
The stage follows the score: Not yet below 25, Ad hoc from 25, Repeatable from 50 and Optimized from 75. On the radar chart, each axis is one area and the distance from the center is its level, so a balanced team draws a regular shape and a gap shows as a dent.
Score = ((weighted average level − 1) ÷ 3) × 100
When to use it
Ways people use it
Plan the next quarter
Use the areas under Where to start, and their next steps, as the first priorities instead of spreading effort across everything.
Align a team
Have each team member fill it in alone and send their Copy link. Disagreements show where practices are not shared.
Track progress
Retake the assessment each quarter and keep the downloaded radar chart to compare scores and shapes over time.
Brief an agency or a new hire
The radar chart and the copied summary show where the team stands in one picture.
FAQ
Questions people ask
What is a marketing maturity model?
A marketing maturity model describes stages a team goes through, from doing things occasionally to doing them in a planned, measured and repeatable way. Scoring each area against those stages shows where the team is strong and where it is behind.
What does each level mean?
Not yet means the practice does not exist. Ad hoc means it happens sometimes, depending on who is available. Repeatable means there is a routine that works without heroics. Optimized means it is measured and improved on purpose.
Which area should I improve first?
Usually the weakest one, because a gap in one area limits the others. Good content, for example, is hard to judge without analytics that show which channel brought a customer. The tool lists up to three weak areas in that order, with a next step for each.
What if an area does not apply to my team?
Set it to Ignore under "How much each area counts". It then counts for nothing in the score and is left out of Where to start. Setting an area to High or Key does the opposite.
How often should I reassess?
Once a quarter is a practical rhythm: long enough for changes to take effect, short enough to adjust plans. Answer based on what the team does today, not on plans.