CRM PROGRAM
Maturity Model
STAGE 2 - Progressive
STAGE 1 - Undefined
No CRM System
Reps Manage Opportunity
Funnel in Excel or Not at All
Lead Sources Are Unknown
Sales Process Is Not Defined
Success Metrics Are Unknown
and Not Tracked
Opportunity Win Rate Is Less
than 10%
Want to rate your organization’s Content Marketing maturity with
an interactive tool? Download our CRM Maturity Assessment
and get started today!
STAGE 3 - Mature
Contact Database Used
Reps Manage Opportunity
Funnel in Contact Database but
Reporting is Inaccurate
Some Lead Sources Known
Sales Process Defined but Not
Mapped to Buying Process
Success Metrics for Top
Performing Reps Are Known
Opportunity Win Rate Is 10-15%
STAGE 4 - World-Class
CRM System Integrated with
Other Business Applications
CRM System in Place
Opportunity Funnel is Accurate,
Reps Manage Opportunity
Ability to Forecast
Funnel in CRM System
Lead Source Tied to Sales to
Lead Sources at Mostly Known
Determine Campaign ROI
Sales Process Is Mapped to
Sales Process is Repeatable
Buying Process and Opportunity
and Measurable
Funnel in CRM
Success Metrics Are Managed
Success Metrics Tracked
Closely to Get Reps Performing
Opportunity Win Rate Is 15%+
Opportunity Win Rate is 20%+
VIEW RESOURCE