As organizations become more established and sophisticated, they also become more mature in their approach to marketing. In the next few weeks, we’ll be giving you some different ways to gauge the sophistication and maturity of yourmarketing and lead generation approach.

We’re going to start with strategy.

Do you consider your strategy to be absent, reactive, sporadic, or consistent?

When we call your strategy absent, we mean that you don't have one; you don't know your ideal customer or buyer personas.

By reactive, we mean that while you may have a strategy, it probably isn’t written down. If you have a customer profile, you’re not focusing on it, and your buyer personas are likely still absent.

We consider your strategy sporadic if you've written it down but fail to apply it consistently; you might have multiple customer profiles and some personas documented.

And by consistent, we mean that your strategy is documented and consistently applied and your target customers and personas are clearly defined and regularly updated.