CRMT Marketing Roadmap Guide

Filter Your Roadmap

Select your Objective using the dropdown below (single select).

Objective

Operational Alignment

Your Marketing Roadmap

Filter the table below by selecting the arrows on the table headers
Maturity Capability
Foundational Channel

Foundational Channel

Intermediate Channel

Advanced Channel

Foundational Compliance

Foundational Compliance
Foundational Content

Basic Content

Basic Content

Intermediate Content

Intermediate Content

Intermediate Content

Intermediate Content

Foundational Data

Foundational Data

Basic Data

Intermediate Data

Foundational Enablement

Basic Enablement

Intermediate Enablement

Advanced Enablement
Expert Enablement

Intermediate Governance

Intermediate Governance

Advanced Governance

Foundational Lead Management

Foundational Lead Management

Basic Lead Management

Basic Lead Management

Intermediate Lead Management

Advanced Lead Management

Advanced Lead Management

Foundational MA Templates

Foundational MA Templates

Foundational Measurement

Foundational Measurement
Foundational Media

Basic Nurture

Intermediate Nurture

Intermediate Nurture

Advanced Nurture

Foundational Planning

Foundational Planning

Foundational Planning

Foundational Planning

Foundational Planning

Basic Planning

Basic Planning

Basic Planning

Basic Planning

Intermediate Planning
Intermediate Planning

Intermediate Planning

Intermediate Planning

Intermediate Planning

Intermediate Planning

Advanced Planning

Advanced Planning

Foundational Web

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g Roadmap Guide | Copyright © 2024 CRM Technologies Ltd T/A CRM

opdown below (single select).

Operational Alignment aims to ensure all aspects of an

cohesively towards achieving the company's overarch
nment

dmap
the arrows on the table headers
Name Tags
#NAME? Process, Programs, Technology

#NAME? BI, CRM, Data, Process

#NAME? CRM, Data, Process

#NAME? MAP, Process, Programs, Technology

Compliance, Process, Technology, Web

#NAME?
Analytics, Website

#NAME? Governance, People, Process

#NAME? Governance, Planning, Process, Programs

#NAME? Governance, Process, Website

#NAME? DAM, Governance, Process, Technology

Alignment, Governance, People, Process,

#NAME?
Sales

#NAME? DAM, Governance, Process, Technology

#NAME? DAM, Process, Technology, Website

#NAME? Planning, Process, Programs

#NAME? Planning, Process

#NAME? Data, Planning, Process

Alignment, CRM, Data, Data Vendors,

#NAME?
Planning

#NAME? CRM, Data, Governance, MAP, Process

CRM, Process, Sales, Sales Enablement,

#NAME?
Technology

CRM, Data, MAP, Sales, Sales Enablement,

#NAME?
Technology

CRM, MAP, Process, Sales, Sales

#NAME?
Enablement, Technology

#NAME? CRM, Sales, Sales Enablement, Technology

 BI, CRM, MAP, Sales Enablement,
#NAME?
Technology

#NAME? IT, Technology

#NAME? Alignment, Data, Governance, IT, Process

#NAME? Governance, IT, Process, Technology

#NAME? Alignment, Data, MAP, Technology

#NAME? Alignment, CRM, MAP, Process, Sales

Alignment, Process, Sales, Sales

#NAME?
Enablement, Technology

#NAME? CRM, Process, Sales, Technology

#NAME? Alignment, Process

Alignment, CRM, Process, Sales,

#NAME?
Technology

#NAME? Data, MAP, Technology, Website

#NAME? DAM, Governance, MAP, Process

#NAME? Governance, MAP, Technology

Alignment, BI, Governance, People,

#NAME?
Planning

#NAME? Alignment, BI, Data, Governance, Process

#NAME? Social Media, Technology

#NAME? MAP, Programs, Sales, Technology

#NAME? Planning, Process, Programs

#NAME? CRM, MAP, Programs, Sales, Technology

#NAME? CRM, MAP, Process, Programs, Technology

#NAME? Alignment, Planning, Process

#NAME? Alignment, People

#NAME? Planning, Process

Alignment, Data, People, Planning, Process,

#NAME?
Technology

Alignment, Data, People, Planning, Process,

#NAME?
Technology

#NAME? MAP, Planning, Process, Technology

#NAME? Planning, Process

#NAME? Planning, Process, Programs

#NAME? Alignment, People, Sales

#NAME? Planning, Process, Programs

#NAME? Planning, Process

#NAME? Planning, Process

#NAME? Planning, Process

#NAME? Planning, Process

People, Planning, Process, Programs,

#NAME?
Technology

#NAME? Planning, Technology

#NAME? Data, Planning, Process

#NAME? Technology, Web Analytics, Website

#NAME?

#NAME?

#NAME?

#NAME?

#NAME?

#NAME?

#NAME?
#NAME?

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 2024 CRM Technologies Ltd T/A CRMT Digital

gnment aims to ensure all aspects of an organisation's operations are working

ards achieving the company's overarching goals.

Description
Extend the reach of your campaigns, and keep your partner network on
rams, Technology
campaign toolkits distributed through your partner portal.

How much is your partner network contributing to the business? Track t

a, Process
partner.

rocess Maximise the value of your channel partner network. Distribute leads to

Amplify the value of your partner network with co-branded channel cam
, Programs, Technology
marketing initiatives with the aid of your technology stack.

Process, Technology, Web Does your website comply with EU cookie laws? Do you have a process
bsite privacy laws with a fully integrated cookie banner, balanced with cookie

Data protection is no longer optional. A robust strategy for collecting an

People, Process
when and how to collect opt-ins is required to stay compliant.
Planning, Process, Programs Every brand needs a full set of brand guidelines to communicate tone o

Process, Website Go beyond mere brand guidelines. Develop a standard library of brand

Struggling to find all your content? Is your DAM a mess? Organise all yo
ance, Process, Technology
tagging structures within your internal content repository.

overnance, People, Process,

Develop a program to generate case studies and customer references a

Do you have a single location for storing all your marketing assets? Do
ance, Process, Technology
management by storing everything in a dedicated Digital Asset Manage

Enable website visitors to pursue the optimum content journey. Use AI

, Technology, Website
the best asset for every contact or account.

cess, Programs Scale your content marketing engine by implementing a process for ma

Do you know what the perfect customer looks like? Are you able to desc
cess
sales and marketing aligned on the accounts that matter by agreeing a

Do know who your customers could be? Do you have a view of every po
g, Process
services? Support both your sales team and your marketing initiatives b

Do your sales reps have a view of potential accounts in their territory? A

RM, Data, Data Vendors,
campaigns? Create a profile for every account in your addressable mar
gets ignored.

Do you have consistent data structures across the entire organisation, c

overnance, MAP, Process
which have this functionality. Document your data flows and data struc

, Sales, Sales Enablement, Keep sales in the loop. Notify sales reps when their accounts visit the w
accounts they hear about.

AP, Sales, Sales Enablement, Increase confidence in your lead scoring model, and collect valuable fee
your CRM system also enables a data-driven approach to scoring refine

ocess, Sales, Sales Showcase the benefits of marketing to sales. Keep sales informed abou
Technology every contact’s marketing engagements directly in CRM.

Does your sales team send sales outreach campaigns to their customer
ales Enablement, Technology
inconsistent messaging by integrating your sales campaign platform wi
, Sales Enablement, Provide sales with the complete picture of marketing engagement. High
data at an account level, and sharing it with account owners either in C

Security best practice recommends only giving the minimum required p

y
technology stack to fit the exact responsibilities of your users, by creati

Do you know what all the fields in your marketing database are used fo
ata, Governance, IT, Process
a data dictionary to list all the different profile fields in your systems, w

Creating a fully integrated technology stack that meets business requir

IT, Process, Technology
complicated. A formal process for reviewing proposed system changes,

Provide an objective view of lead quality, and reduce the time spent ch
ata, MAP, Technology
around key prospect activities.

Agree a common lead workflow from enquiry through to opportunity, co

RM, MAP, Process, Sales
no lead gets left behind.

ocess, Sales, Sales Stop Sales complaining about bad leads, and supercharge BDR efficienc
Technology and lead relevance.

Are your leads being ignored by sales? Are your lead generation efforts
, Sales, Technology qualification process into your sales pipeline. Whether you’re qualifying
lead quality.

Lead handover from marketing to lead qualification is not the only drop
ocess
Business Development to Sales. The solution is the same too: mutually

RM, Process, Sales, When it comes to lead follow-up, time really is everything. Old leads rar
lead queues clean by configuring an automatic return to marketing pro

Improve lead scoring accuracy by aligning lead scores to the funnel. Sc

echnology, Website
activities that actually result in lead generation.

Are you struggling to find the right content in your marketing automatio
ance, MAP, Process
structure ensure that your team can always find the content or campaig

Have you ever sent a marketing email without an unsubscribe link or co

MAP, Technology
platform is as much about legal compliance as it is about brand complia

, Governance, People, Are you setting data-driven KPIs for every campaign and for every aspe
the expected contribution of every campaign.

Are your reporting on key KPIs in the same way? Inconsistent interpreta
, Data, Governance, Process
time periods. Standardise reporting metrics for the most accurate view
 How is your brand perceived on social media? Track customer conversa
Technology
listening. Research potential keywords and hashtags for future campaig

ms, Sales, Technology Revive dormant leads through marketing automation. Add disqualified l

Visual the ideal customer experience by taking a prospect-centric view

cess, Programs
with customer behaviour, as well as to overall funnel stages.

ograms, Sales, Technology Increase the velocity of accounts through the funnel. Work with sales to

Marketing does not stop at the point of sale. Whether you’re looking to
ocess, Programs, Technology
vital role to play at all stages of the customer lifecycle.

Do you have visibility of all planned activities? Keep track of every cam
anning, Process
surprises and make sure that everyone is in the loop.

Regular reviews of KPIs and campaign results are an essential step to im

eople
potential improvements for current and future activities.

Do you have a clear understanding of your target audience? Optimise c

cess
by real-world customer research that describes critical pain points and

ata, People, Planning, Process,

Manage workload, monitor progress and centralise communication. Kee

ata, People, Planning, Process, Develop your marketing capabilities, enhance your marketing performa
maturity.

Sending too many marketing communications to the same contact is ev

g, Process, Technology turn-off engaged contacts from buying with you. Enforce a maximum nu
marketing channels.

Budgeting should reflect both past campaign results, and expected futu
cess
KPIs.

Eliminate random acts of marketing. Devise a coherent marketing plan

cess, Programs
activity to a specific program, in order to ensure maximum efficiency an

Alignment between sales and marketing is not just a one-off event. It’s
eople, Sales
review and alignment meetings is a good first step to keeping everyone

Ensure consistency of experience and messaging across every custome

cess, Programs
at the start of every planning cycle. For maximum impact, align each th
 Maximise ROI by adopting a data-driven approach to strategy developm
cess
impact of each activity, as well as potential areas of improvement for n

Are you still targeting the right audience? Does your understanding of p
cess
marketplace using the latest customer research.

Take a data-driven approach to budgeting, by using past marketing per

cess
activities using the outcomes of similar campaigns in the past, then dec

Make sure that campaigns contribute to revenue goals and align with b
cess marketing activity, in order to ensure your strategies are efficient and e
and adapt to the needs of your business.

ing, Process, Programs, Streamline campaign production and co-ordinate campaign deploymen
managed through a consistent project management process.

Budgeting is always complicated. However, managing budget allocation

hnology
campaign spend and track budget usage in a central location to ensure

The marketplace is always changing. It is vital to routinely review and u

g, Process
strategy. Aligning these reviews to the yearly planning cycle is a great

SEO is about more than just about optimising for the right keywords. Ho
Web Analytics, Website
towards maximising search engine traffic to your website.

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 Who we are? CRMT Digital is a Marketing Operations Consultancy. We help you unlock value from y
marketing investments and achieve Marketing Operations excellence.

This document has been curated to aid marketers define key use cases for their marketing operati
roadmaps against some of the most common strategic objectives.

To get in touch, please contact us via [email protected] or through our website.

www.crmtdigital.com

eep your partner network on-message. Enable partners to go to market quickly and easily with the late
partner portal.

uting to the business? Track the eventual outcome of all leads sourced from the partner channel, broke

r network. Distribute leads to partners through your partner portal, with lead management handled dir

with co-branded channel campaigns for partners of any size. Extend your reach, while enabling partner
chnology stack.

aws? Do you have a process to monitor ongoing compliance as conversion tags are added? Stay on the
banner, balanced with cookieless tracking techniques where needed.

ust strategy for collecting and managing marketing consent is now mandatory in most major jurisdictio
to stay compliant.
lines to communicate tone of voice, as well as look and feel to creative and copywriting teams.

a standard library of brand assets and brand imagery for use across campaigns.

DAM a mess? Organise all your assets and make them searchable, by standardising asset naming conv
ent repository.

es and customer references as part of standard business practices

your marketing assets? Do you know which content is current, and which has expired? Centralise you
dicated Digital Asset Management system

um content journey. Use AI powered content recommendations inside your CMS or online content exp
.

plementing a process for managing content production from concept through to publication

oks like? Are you able to describe the preferred company size and market segments for your products
ts that matter by agreeing an ICP for your business.

you have a view of every potential target account? Do you have an estimated market opportunity for
d your marketing initiatives by creating a list of every account that meets your ICP.

accounts in their territory? Are you able to target every addressable account in your account-based a
unt in your addressable market in both your CRM system and marketing database, in order to make su

oss the entire organisation, covering every object and every system? Have you standardised tagging s
ur data flows and data structures for full visibility into what data exists and where.

en their accounts visit the website or respond to campaigns. For the best experience, give each rep co

odel, and collect valuable feedback by sharing the actual lead score for every lead with sales. Syncing
n approach to scoring refinement.

s. Keep sales informed about their accounts, and provide reps with conversation starters by sharing th
rectly in CRM.

campaigns to their customers? Align your sales nurtures with your marketing campaigns. Avoid owner
sales campaign platform with your martech stack.
marketing engagement. Highlight trending accounts and missing target accounts by rolling up marketi
h account owners either in CRM or in BI.

ving the minimum required permissions to user accounts. Adapt user roles and system permissions ac
lities of your users, by creating custom security groups in technologies which support them.

keting database are used for? Do you know which ones are integrated with CRM or marketing automa
file fields in your systems, what they do and how they link together.

k that meets business requirements is difficult enough. Keeping it up-to-date with changing business n
g proposed system changes, and their impacts makes everyones lives easier.

nd reduce the time spent chasing bad leads. Take the first steps towards lead scoring with a simple sc

ry through to opportunity, covering process, ownership and technology. Then monitor new enquiries to

nd supercharge BDR efficiency. Agree common standards between marketing and sales concerning lea

your lead generation efforts being wasted? Improve lead conversion by introducing a marketing contro
e. Whether you’re qualifying leads over email or phone, it’s a great way of collecting actionable feedba

lification is not the only drop-off point in the funnel. The same challenges exist when leads are handed
on is the same too: mutually agreed process definitions and SLA frameworks.

y is everything. Old leads rarely convert, and often just block up the lead queue. Increase BDR efficien
atic return to marketing process for dormant leads that are not being actively worked.

ead scores to the funnel. Scoring leads based on content value rather than activity value, allows you
ation.

in your marketing automation or digital asset management platforms? A well documented naming con
s find the content or campaign that they need.

out an unsubscribe link or copyright notice? Creating standard header and footer modules in your mar
e as it is about brand compliance. Use them for all emails, even one-off designs.

campaign and for every aspect of your marketing spend? The first step for measuring marketing perfor
gn.

way? Inconsistent interpretation of reporting metrics make it very difficult to do comparisons between
s for the most accurate view of campaign performance.
ia? Track customer conversations, discover trending hashtags and understand content performance us
hashtags for future campaigns.

utomation. Add disqualified leads to a targeted nurture, and keep then engaged until they’re ready to

king a prospect-centric view of your marketing activity. Use a buyer journey map to ensure campaigns
rall funnel stages.

he funnel. Work with sales to add stalled opportunities to nurture.

e. Whether you’re looking to increase product usage, maximise upsell opportunities or drive renewals m
er lifecycle.

es? Keep track of every campaign by creating a shared marketing calendar that is accessible to the en
n the loop.

lts are an essential step to improving marketing performance. Make sure to include ongoing programs
ure activities.

target audience? Optimise campaign messaging and improve content quality by devising well rounded
ibes critical pain points and vital buyer needs for your most important prospects.

ntralise communication. Keep your marketing team coordinated with a dedicated project managemen

nce your marketing performance and optimise your marketing operations. Develop a roadmap towards

ons to the same contact is even worse than sending too few communications. It can lead to unsubscrib
h you. Enforce a maximum number of touches using system-defined communications limits across all o

gn results, and expected future performance. Maximise ROI and marketing efficiency by linking market

e a coherent marketing plan that aligns to your overall go-to-market strategy and marketing roadmap.
nsure maximum efficiency and improved marketing performance.

not just a one-off event. It’s an ongoing process, which requires regular collaboration and discussion. A
rst step to keeping everyone pushing in the same direction.

saging across every customer touchpoint, by aligning budgets and activities to a single set of campaig
ximum impact, align each theme to overall business objectives along with a measureable KPI.
 proach to strategy development and campaign planning. Use previous marketing performance to pred
areas of improvement for new and ongoing activities.

Does your understanding of prospect pain points match current customer needs? Update your persona
earch.

by using past marketing performance as a guide to future marketing investments. Measure the likely
mpaigns in the past, then decide which activities and messages will have the maximum impact for min

venue goals and align with business objectives. Adopt a structured approach to developing and review
strategies are efficient and effective before you go-to-market. Start with one of the best practice plann

dinate campaign deployment. Manage campaign production across every channel through a single req
agement process.

, managing budget allocations and planning campaign resources is much simpler with a dedicated MRM
a central location to ensure the most efficient use of resources.

ital to routinely review and update your ICP and TAM to incorporate new product launches and change
rly planning cycle is a great way of making sure they actually happen.

ng for the right keywords. However monitoring potential keywords and tracking website visibility are e
o your website.
p you unlock value from your

or their marketing operations

ur website.

Colour Key: Maturity Level

and easily with the latest content using
Foundational

partner channel, broken down by

Basic

anagement handled directly in CRM. Intermediate

while enabling partners to scale their co-

Advanced

are added? Stay on the right side of

Expert

n most major jurisdictions. Deciding

ywriting teams.

s.

sing asset naming conventions and

expired? Centralise your marketing asset

S or online content experience to present

o publication

ents for your products or services? Keep

market opportunity for your products or

CP.

n your account-based advertising

se, in order to make sure no account

standardised tagging systems in tools

ere.

ience, give each rep control over which

ead with sales. Syncing the lead score to

n starters by sharing the highlights of

ampaigns. Avoid ownership conflicts and

ts by rolling up marketing engagement

system permissions across your

upport them.

M or marketing automation? If not, create

th changing business needs is even more

coring with a simple scoring model based

onitor new enquiries to make sure that

nd sales concerning lead completeness

cing a marketing controlled lead

cting actionable feedback to improve

when leads are handed over from

. Increase BDR efficiency and keep your

worked.

vity value, allows you to measure the

ocumented naming convention and folder

er modules in your marketing automation

suring marketing performance is to define

o comparisons between campaigns and

content performance using social

d until they’re ready to speak to sales.

p to ensure campaigns and content align

ties or drive renewals marketing has a

is accessible to the entire team. Avoid

ude ongoing programs, and consider

y devising well rounded personas backed

s.

ed project management function.

lop a roadmap towards marketing

can lead to unsubscribes, and potentially

tions limits across all outbound

ency by linking marketing budgets to

nd marketing roadmap. Align every

ration and discussion. A regular series of

a single set of campaign themes defined

easureable KPI.
ng performance to predict the likely

? Update your personas to the changing

nts. Measure the likely impact of planned

aximum impact for minimum cost.

developing and reviewing every

the best practice planning frameworks,

nel through a single request process

er with a dedicated MRM system. Plan

t launches and changes in business

website visibility are essential first steps