The Forrester Customer Marketing Maturity Model

The Customer Marketing Maturity Model assesses the customer marketing function against a number of dimensions. When B2B marketing organizations look to develop a customer marketing function, it’s often not an entirely new effort; think of it as a renovation, or a retooling if you will. Objective self-assessment on each topic helps identify areas of concern and use of maturity-level definitions as guides help define improvement goals. In this report, we introduce the Customer Marketing Maturity Model and describe how it can be used to evaluate the current state of an organization’s customer marketing activities.