This assessment evaluates the maturity and completeness of an organization's marketing technology stack across six categories: marketing automation, content management, analytics and attribution, demand generation tools, data infrastructure, and AI/emerging technology. Designed for marketing ops leaders and CMOs who need to identify capability gaps, utilization issues, and integration failures. [src1]
What this measures: Sophistication and utilization of MAP for campaign execution, lead management, and nurture programs.
| Score | Level | Description | Evidence |
|---|---|---|---|
| 1 | Ad hoc | No MAP; email via Gmail/Outlook; manual tracking | No automation; contacts in spreadsheets |
| 2 | Emerging | Basic MAP; email-only; no lead scoring | <15% feature utilization; email blasts only |
| 3 | Defined | Lead scoring, lifecycle stages, nurture programs | 30-50% utilization; CRM sync; 3+ nurtures |
| 4 | Managed | Multi-channel orchestration, dynamic content, attribution | 50-70% utilization; A/B testing systematic |
| 5 | Optimized | AI-powered orchestration; predictive engagement | 70%+ utilization; MAP drives measurable revenue |
Red flags: MAP only used for email blasts; no lead scoring despite capability. [src3]
What this measures: CMS and content delivery — website, landing pages, personalization, digital experience.
| Score | Level | Description | Evidence |
|---|---|---|---|
| 1 | Ad hoc | Static site; changes need developers | Every update needs dev ticket; no LP builder |
| 2 | Emerging | Basic CMS; limited landing pages | WordPress/Squarespace; basic SEO plugins |
| 3 | Defined | Modern CMS with LP builder, SEO, basic personalization | Webflow or modern WP; MAP LPs; some A/B testing |
| 4 | Managed | Headless/composable; advanced personalization | Contentful/Sanity; CDN-optimized; systematic testing |
| 5 | Optimized | Composable DXP; AI content recommendations | AI personalization; sub-second loads; measurable lift |
Red flags: Website changes take >48 hours; no LP capability outside developers. [src2]
What this measures: Analytics infrastructure for measuring performance, attributing revenue, and data-driven decisions.
| Score | Level | Description | Evidence |
|---|---|---|---|
| 1 | Ad hoc | GA4 basic setup only; no CRM reporting | Default GA4; no goals; individual platform reports |
| 2 | Emerging | GA4 configured; basic CRM dashboards | GA4 with conversions; standard CRM reports; manual Excel |
| 3 | Defined | Centralized dashboard; first/last-touch attribution | BI tool; attribution in MAP; UTM discipline |
| 4 | Managed | Multi-touch attribution; marketing mix modeling | MTA tool; data warehouse; A/B test framework |
| 5 | Optimized | Unified measurement; incrementality; predictive models | CDP; ML attribution; media mix modeling |
Red flags: No UTM tracking; marketing and sales report different numbers. [src6]
What this measures: Specialized tools for demand creation — SEO, paid media, ABM, social, intent data.
| Score | Level | Description | Evidence |
|---|---|---|---|
| 1 | Ad hoc | No dedicated tools; ads in platform UIs; no SEO tool | Google Ads in-platform; manual social; no keyword tool |
| 2 | Emerging | Basic: Google Ads + SEO tool + social scheduler | Ahrefs/SEMrush; Buffer/Hootsuite; 1-2 ad platforms |
| 3 | Defined | Comprehensive: SEO, paid, social, + ABM or intent | Full SEO tool; ads management; Sprout Pro; one ABM tool |
| 4 | Managed | Integrated: ABM platform + intent data + orchestration | 6sense/Demandbase; intent-to-ad automation; conversation intel |
| 5 | Optimized | AI-native: predictive audiences, auto-optimization | AI audience building; automated bids; unified orchestration |
Red flags: No SEO tool despite content program; ABM purchased but not CRM-integrated. [src2]
What this measures: Data layer connecting tools — warehouse, integration, quality, customer unification.
| Score | Level | Description | Evidence |
|---|---|---|---|
| 1 | Ad hoc | No integrations; data in silos; manual CSV exports | Customer in 5+ systems; no sync; manual merges |
| 2 | Emerging | Basic native integrations; some Zapier automations | CRM-MAP connected; 2-3 Zapier automations |
| 3 | Defined | Integration platform; documented flows; data cleansing | Zapier Pro/Make/Workato; data dictionary; quarterly hygiene |
| 4 | Managed | Data warehouse; reverse ETL; data governance | Snowflake/BigQuery; Fivetran; Census; documented governance |
| 5 | Optimized | CDP with real-time unification; event-driven; composable | Segment/mParticle; event-driven pipelines; data mesh |
Red flags: "Which system has the right data?" is common; >10% duplicate records. [src6]
What this measures: Adoption of AI tools — content AI, predictive analytics, conversational AI, AI agents.
| Score | Level | Description | Evidence |
|---|---|---|---|
| 1 | Ad hoc | No AI tools; all manual processes | No AI; content fully manual; no chatbot |
| 2 | Emerging | Experimenting with ChatGPT/Claude; basic chatbot | Ad hoc AI drafting; basic website chatbot |
| 3 | Defined | AI in workflow: content, SEO, basic personalization | Jasper/Writer in workflow; MAP AI features enabled |
| 4 | Managed | AI-driven: predictive scoring, AI analytics | AI lead scoring in production; AI-powered attribution |
| 5 | Optimized | AI-native: agents, predictive pipeline, autonomous | AI agents managing campaigns; ML budget allocation |
Red flags: No AI tools while competitors adopt them; AI without data privacy review. [src1]
Overall = (MAP × 1.5 + CMS × 1.0 + Analytics × 1.25 + DemandGen × 1.0 + Data × 1.5 + AI × 0.75) / 7.0| Score | Level | Interpretation | Next Step |
|---|---|---|---|
| 1.0-1.9 | Critical | No martech foundation; entirely manual | Implement core MAP + CRM + analytics |
| 2.0-2.9 | Developing | Basic tools, poor integration/utilization | Maximize utilization before adding tools |
| 3.0-3.9 | Competent | Solid stack; optimize integration/utilization | Add attribution, evaluate ABM/intent data |
| 4.0-4.5 | Advanced | Well-integrated, drives revenue | CDP, advanced attribution, AI-native |
| 4.6-5.0 | Best-in-class | AI-native, composable, real-time | Maintain; evolve architecture |
| Segment | Expected Average | "Good" | "Alarm" |
|---|---|---|---|
| Seed/Series A | 1.5 | 2.0 | 1.0 |
| Series B-C | 2.5 | 3.2 | 1.8 |
| Growth/Scale-up | 3.3 | 4.0 | 2.5 |
| Enterprise/Public | 3.8 | 4.3 | 3.0 |
[src3]
| Category | Seed/A | Series B-C | Growth | Enterprise |
|---|---|---|---|---|
| MAP | HubSpot Starter | HubSpot Pro / Marketo | Marketo / HubSpot Ent. | Marketo Engage / Eloqua |
| CMS | WordPress / Webflow | Webflow / HubSpot CMS | Headless (Contentful) | Composable DXP |
| Analytics | GA4 + CRM | GA4 + BI tool | MTA + data warehouse | CDP + ML + MMM |
| SEO/DG | Ahrefs Lite | SEMrush + social | ABM + intent | Full ABM + orchestration |
| Data | Native integrations | Zapier Pro/Make | iPaaS + warehouse | CDP + event-driven |
| AI | ChatGPT/Claude | AI content + MAP AI | AI scoring + analytics | AI agents + predictive |
| Annual cost | $5K-$20K | $30K-$80K | $100K-$300K | $300K-$1M+ |
[src4]
Fetch when a user asks to evaluate their martech stack, needs stage-appropriate tool recommendations, is preparing a martech budget request, or is diagnosing inefficiency despite having tools in place.