Gartner Research

Introducing Gartner's Marketing Maturity Model

Published: 29 January 2013

ID: G00239168

Analyst(s): Jennifer S. Beck, Richard Fouts


Gartner offers a progressive plan for increasing marketing's impact on a business, and an organization's ability to attract and sustain profitable relationships with its target constituencies.

Table Of Contents


  • Why Evaluate Marketing Maturity?
    • Key Findings
    • Recommendation
  • Gartner's Marketing Maturity Model
  • How the Maturity Model Works
  • The Five Levels of Marketing Maturity
    • Level 1: Reactive
    • Level 2: Opportunistic
    • Level 3: Organized
    • Level 4: Leading
    • Level 5: Strategic
  • Conclusions

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