--- name: marketing-maturity-assessment description: "The lean maturity scorecard discipline pointed at a revenue/RevOps function's real capabilities: which are genuinely managed, and which — including account intelligence and the governance to grow it — are still ad hoc underneath a healthy-looking pipeline, flagged plainly rather than assumed covered. Use when: You want an honest baseline of a revenue or marketing function's real operating maturity, not an impression built from healthy top-line pipeline metrics alone. Not for: You don't have a real target level in mind for each capability yet -- this scorecard checks current state against a stated target, it doesn't set the target for you. You want to check a single governance charter's own readiness checklist -- that's the marketing operating system charter's job, a binary ready/not-ready check, not a 5-stage maturity scale." --- # Marketing maturity assessment The lean maturity scorecard discipline pointed at a revenue/RevOps function's real capabilities: which are genuinely managed, and which — including account intelligence and the governance to grow it — are still ad hoc underneath a healthy-looking pipeline, flagged plainly rather than assumed covered. Family: Foundations · Format: .xlsx · Domain: commercial ## What it is A marketing maturity assessment is the same discipline as the core lean maturity scorecard, pointed at a revenue or RevOps function instead of a shop floor. It scores a fixed set of capability areas -- campaign execution, account intelligence, attribution, governance cadence, and so on -- against the standard 5-stage scale, each score backed by real evidence. A function can look healthy on pipeline and win-rate metrics while a foundational capability underneath, like knowing who you're actually talking to across the target market, is still genuinely ad hoc. ## When to use it Use it when: - You want an honest baseline of a revenue or marketing function's real operating maturity, not an impression built from healthy top-line pipeline metrics alone. - A true north statement or similar has already found a pillar with no committed initiatives behind it, and you want to check whether the underlying capability is actually mature or was never really there. - You're deciding where to invest operational improvement next and want to see which capability is furthest behind its own stated target, not just which feels most urgent this quarter. Not when: - You don't have a real target level in mind for each capability yet -- this scorecard checks current state against a stated target, it doesn't set the target for you. - You want to check a single governance charter's own readiness checklist -- that's the marketing operating system charter's job, a binary ready/not-ready check, not a 5-stage maturity scale. ## How to fill it in - **scopeNotes** — What function or set of capabilities does this assessment cover? - **areas** — For each capability area: its current level, its target level, and the real evidence justifying the current score. - **narrative** — Drafted from the assessment's own computed gap. ## What good looks like The example below scores Beacon Analytics' RevOps capabilities against the FY2027 revenue Hoshin plan, true north statement, and marketing operating system charter's own already-published findings, and finds two real gaps: pipeline & account intelligence sits at Ad hoc against a Managed target, grounded directly in the TAM coverage map's real 25% list coverage and 42.5% Market visibility figures, and governance cadence sits at Repeatable against the same target -- the same underlying gap showing up twice, not two coincidences. Full worked example, on-screen and as a downloadable .xlsx: https://www.katafacts.com/katas/marketing-maturity-assessment ## Common mistakes - **Assuming a capability is mature because pipeline and win-rate metrics look healthy.** — Win rate and deal velocity are both measured against accounts already being worked -- neither says anything about whether the underlying capability to find and track the rest of the market is actually mature. - **Scoring a capability by gut feel instead of real evidence.** — A score with no evidence behind it is an opinion, not a fact -- this scorecard exists specifically to catch a capability everyone assumes is fine but nobody's actually checked. - **Treating a one-stage gap the same as a two-or-more-stage gap.** — One stage below target is a normal, expected in-progress state for a capability actively being built -- flagging it the same as a real, multi-stage gap would bury the areas that actually need attention first. ## What it connects to Upstream: - **Marketing true north statement** (`marketing-true-north-statement`) — A pillar with zero committed initiatives tracing to it is exactly where a related capability area is likely to score honestly low -- the scorecard shows the operational consequence of a gap the true north statement already found. - **Marketing operating system charter** (`marketing-operating-system-charter`) — An open governance readiness item is real evidence for why a related capability's own current level is still low -- there's no standing rhythm to grow a capability the governance to run one doesn't exist yet either. - **Total addressable market (TAM) coverage map** (`tam-coverage-map`) — A capability area about market/account intelligence with a low current score is exactly where the coverage map's own list-coverage and Market visibility percentages belong -- real evidence for the score, not an invented number. ## Where AI helps Judgement — stays with you: - Deciding what a realistic target level looks like for a given capability - Deciding which gapped capability to tackle first Analysis — AI helps: - Tightening an area's evidence wording from rough notes into a specific, checkable statement - Drafting the narrative from the assessment's own computed gap Drudgery — automated: - Identifying which capability areas are more than one stage below target - Exporting to xlsx in the house format --- Marketing maturity assessment is licensed [CC BY 4.0](https://creativecommons.org/licenses/by/4.0/). Attribution: Katafacts (katafacts.com). ## Using this skill Apply this method as part of whatever broader task, instructions, or deliverable you're already working on -- it's a method to use, not a standalone conversation to start. There is no generation tool for this catalogue yet, so draft the artifact's actual content yourself, following the fields above, the same way a person filling this out by hand would. The canonical guide page and a downloadable worked example (.xlsx) are at https://www.katafacts.com/katas/marketing-maturity-assessment.