Thinking about a technology for marketing CMM
I’ve been thinking about a Technology for Marketing Capabilities Maturity Model.
Carnegie Mellon’s Software Engineering Institute developed the Capability Maturity Model (CMM) as a way to explain the evolutionary processes software development organizations adopt in the process of becoming world-class. CMM describes an organization’s software development processes relative to benchmarks and best practices. A maturity model provides a roadmap to best practices, a shared language and a way to prioritize process improvement projects.
CMM defines “levels†or steps of maturity through which an organization must pass in order to achieve the next level of process improvement. A CMM process is a defined path of improvement that helps organizations that want to increase their software process capability. It is a path of improvement going through several levels of maturity.
This Technology Marketing CMM (TM-CMM) has a primary objective—improve the marketing department’s capability to perform marketing activities through automation and other process improvements especially in the marketing operations arena. It represents a path from disorganized, chaotic, and inconsistently performed practices to mature processes that elevate marketing effectiveness.
Improving marketing operations effectiveness requires more planning and forecasting, better performance management and consistent execution of best-practices. These are skills that are different from softskills of creative and strategy. These skills are becoming more important as marketing evolves into operational and metrics-based processes. These marketing functions easily map to CMM efforts.
By stealing liberally from software CMM efforts and writings, we can begin by saying that TM-CMM is simply a framework that will guide organizations in selecting high priority process improvement actions based on the current maturity of their marketing processes and practices.
I’ll be posting to this topic in the coming days and may need your feedback and/or your willingness to help me design a self-assessment survey that we can use to benchmark.
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