We know that B2B marketers love benchmarking.
Every one of our customers wants to know how they can compete with their competitors and how they can compete with the best brands in the world. They want to know whether their email, website, potential customers, social media, and content marketing programs are delivering the same (or better) results as their competitors, other than that, how much it will cost to get similar results.
We like this question. We like this job. We like to work with customers who are not only eager to understand this issue, but more importantly, what do they need to achieve a higher level of success?
This is where the brilliance of the Convince&Convert consulting team can provide the best ROI. We provide exact strategies and operating manuals to enable our customers to achieve a higher level of maturity and success in the field of digital marketing.
Benchmarking the maturity of the B2B market for Cisco Velocity partners
In fact, we recently completed this work for one of our longest customer relationships, Cisco. We work with the Marketing Velocity team to support its global partner marketing efforts.
Over the years, we have Created hundreds of pieces of content To support the success of its partner base, including marketing webinars, blog posts, 1:1 partner consultations, etc. Cisco knows that we understand differences in languages, regions, resources, marketing types, etc.
We started the project by sharing the standard rules created for the B2B marketing team with the Cisco team. With our more than two decades of B2B marketing expertise and daily interaction and consultation with current B2B customers, we often adjust and update requirements. However, the core strategy required for maturity remains stable.
What is a B2B marketing maturity map?
The B2b marketing maturity indicator can be used as a self-assessment to diagnose the marketing maturity of 10 categories (in our case). It means to objectively rank your organization against competitors with perfect scores. It highlights the deficiencies of the category and briefly introduces the strategies deployed in order to obtain full marks and increase maturity.
In other words, if you have adopted all strategies for each category on the column, then you will be regarded as a leader in digital marketing maturity. Is the column perfect? not at all. But its advantage is that you can customize it according to your business.
When you consider how the digital marketing team should score on this standard, consider the following factors:
1. Tell the truth. The falsely high score will not take you anywhere unless it is the same as where you are now. Your score is not public, so please be honest about the organization’s position in maturity and give the score you deserve in a timely manner.
2. Committed to growth. After evaluating the score, review your business goals and departmental goals. If you focus on the two areas of maturity indicators in the next six months, it may affect these goals. Make these key areas for your growth.
3. Arrange for reassessment. Normally, we conduct inspections for customers once a year and regular inspections throughout the year. For self-evaluation, an honest re-evaluation is scheduled every six months. This will allow you to always follow your growth plan and let you see if you are making progress. Similarly, if you have already achieved growth in a key area, then this will be a great opportunity to add another key area in the next six months.
How do we measure the marketing maturity of thousands of global partners🌎
In our cooperation with Cisco, they have thousands of partners in almost every country/region, and they all have varying degrees of marketing expertise, resources, infrastructure, and budgets. Establishing a fair system to measure the maturity of partners is a key performance indicator for the team. In order to measure the maturity of partners, so as to provide them with planning and future budget support accordingly, Cisco asked Convince & Convert to create customized maturity tools.
After sharing the basic principles, we customize the project through the following steps:
1. Our team met with leaders from three regions around the world, Allow everyone to share the complexity of their partner portfolio and express the culture and local nuances of the partner market.
2. We have conducted many other interviews with representatives of the next level of global partners People who talk to and work with partners on a daily or weekly basis. These conferences emphasized language considerations and differences in translation from one marketing term to another.
3. The C&C team used these interviews to draft a customized version of the marketing evaluation tool Specifically for Cisco’s global partner marketing base. Redoing questions and answers in various use cases is essential to ensure that the final tool is universally applicable, understandable, and fair.
4. Once all stakeholders have approved and reviewed the survey tool, we initiated an investigation to the Cisco partner’s testing team. The test team is about 35 partners of various sizes represented by three regions. The test group can verify the tool as a whole in terms of scoring mechanism, problem interpretation and instrument fairness.
Learn a lesson: Despite our best efforts, there are still 3 issues that are actually unfair and fail to assess skills in a generally accepted way. This is the key to updating these challenge areas and verifying that the overall survey has achieved our expected goals.
5. Cisco conducted a final marketing maturity assessment of the partner group and collected data. It is important to note that the partner group is kept anonymous by Convince&Convert. Our team was able to see the score, but the partner name and other details have been removed.
After the data was captured, we were able to analyze Cisco’s results in three main areas:
1. Overall score divided by region and partner size, The distribution of marketing maturity of each digital marketing category in the evaluation.
2. Analyze the score with the help of other maturity inputs and support from Cisco.
3. Finally, written suggestions from Convince&Convert Regarding the decline in partners’ scores in the best B2B marketing and Cisco’s strategy to further educate and support partners in various fields of digital marketing.
How Cisco uses marketing maturity results
Cisco plans to share the results with each partner individually. In addition, they will regularly evaluate existing and new partners, and ultimately seek to develop growth plans to help each partner achieve a higher level of marketing success. Using this assessment can also provide the Cisco editorial team and partner education team with information about the programs and content requirements that will be created in the future, so that each partner can continue to develop.
Ready to know how your digital marketing team stack up?
Convince&Convert can create and analyze custom Marketing maturity assessment, Or you can download our B2B marketing maturity indicator and score sheet to get started right away!