The B2B Marketing Maturity Model: What the Route to the Goal Looks Like!

Abstract

Industrial goods marketing, like any other organizational function in companies, is subject to constant change. Throughout the industry, marketing departments of different types and levels of development can be found. To ensure that the approaches, instruments, concepts, and models described in this publication can be implemented in marketing practice in the best possible way, it is essential to use a congruent frame of reference in the form of the B2B Marketing Maturity Model (MMM). This model allows B2B marketing managers to evaluate the respective maturity level of their own marketing department and, on this basis, to identify the appropriate measures in this book. This approach is intended to avoid that too complex activities and projects are implemented in the departments that do not correspond to the level of maturity, or that MarTech tools are purchased that would only be a sensible investment at a later date or when a higher level of marketing maturity is reached. The goal is to protect B2B Marketing Managers from mistakes and a not well thought-through, stringent, and above all promising approach in order to achieve a sustainable positioning of B2B Marketing in industrial companies.