Strategy: Review your marketing guidelines and processes across channels, in order to move beyond ad-hoc and reactive planning. Look to make incremental changes and optimisations. Remember, Rome wasn’t built in a day!

Customer Journey: Once you have a high level understanding of your buying cycle, map your customer journey and define key customer segments or personas. This will help identify gaps and improvement areas to build out your automation roadmap.

Content Strategy: A channel and content strategy will enable you to plan/create/promote/reuse content effectively and increase your personalisation capabilities.

Managing Success: If you find attribution difficult, implement regular campaign reviews so that can analyse performance against metrics and start documenting benchmarks.

Strategy: Commit to annual marketing planning, regular reviews and cross-functional KPIs. Look to implement these processes over time. Remember, Rome wasn’t built in a day!

Technology: Review your marketing technology requirements to ensure that you have platforms in place that meet your needs.

Customer Journey: Once you have a good understanding of your buying cycle, map your customer journey and develop personas. This will help identify gaps and improvement areas to build out your automation roadmap.

Customer Experience Planning: A lead scoring strategy enables you to more effectively manage lead processes (ensuring only warm leads go to Sales) and develop more targeted and relevant campaigns.

Content Strategy: A channel and content strategy will enable you to plan/create/promote/reuse content effectively and increase your personalisation capabilities.

Managing Success: Commit to regular reviews and benchmarking. This will better enable you to attribute ROI and implement test and optimisation programs across campaigns, beyond basic AB testing.

Strategy: If your marketing strategy is an extension of your business strategy, with cross-functional KPIs, you're on the right track! Ensure you review KPIs regularly.

Technology: Even if you have the right technology and systems in place, a focus on integration will ensure data credibility and campaign success.

Customer Insights: If you have a customer data strategy, ensure it’s aligned to campaign success/ROI. Adopting a lead scoring strategy will enable you to develop more targeted campaigns.

Customer Journey: If you have mapped your customer journey, the next step is aligning personas to your journey, then identifying personalisation and targeting opportunities.

Content Strategy: Your channel and content strategy should be aligned to your personas. It's time to increase your use of dynamic content to drive more personalisation.

Managing Success: Alongside measurement, reporting and benchmarking, an attribution model will enable you to analyse ROI across channels and predict revenue opportunities. Establish a testing plan to optimise future campaigns.

Strategy: To cement your position at the top end of the marketing maturity scale, ensure you have an agile marketing planning process, cross-functional KPIs and integrated processes and systems.

Customer Insights: Use real-time data and Digital Body Language to trigger and optimise future campaigns.

Customer Journey: If you have applied your personas to your customer journey, the next step is to prioritise gaps and ‘moments that matter’ for future marketing planning and optimisation.

Customer Experience Planning: Even if you already have lead scoring models and automated MQL handover to Sales, it is important to review, adjust and optimise regularly. Focus on aligning Sales, Service and Marketing through your lead management program.

Content Strategy: A robust channel and content strategy will enable you to create personalised content experiences across multiple channels. Ensure you use real-time Digital Body Language to enhance personalisation.

Managing Success: If you have an attribution model in place, focus on integration and minimising manual data input. Your attribution model should enable you to provide closed-loop reporting and predict revenue opportunities.