Organizational Marketing Assessment

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Marketing ROI Maturity Assessment

Answer the questions below to see where your organization lands on the ROI Maturity Scale.

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1. How confident are you in accurately tracking the ROI of your marketing and/or communications projects? (Does not affect scoring) A. Very confident.
B. Somewhat confident.
C. Not very confident.
D. We don't track ROI consistently.

2. When monitoring success, do you primarily: A. Search for data and KPIs after the project is fully executed.
B. Follow a pre-designed data collection plan that defines the KPIs, timing, source, and storage method.
C. Track overall sales changes without collecting specific project data.
D. None of the above.

3. When your leadership team asks about marketing’s real impact on revenue or on business, how do you respond? A. With precise numeric data related to real cash (not value).
B. With precise numeric data related to interactions (clicks, leads, etc.), positioning (NPS, etc.) or knowledge transferred.
C. With an equivalent economic value evaluation.
D. With visual reports and wins but without numeric references.

4. What do your marketing and/or communication project objectives primarily measure? (Select all that apply) A. Target audience's perception of our product, brand, and value proposition (positioning).
B. What the target audience has learned about our product, brand, and value proposition (education).
C. What I want the target audience to do in relation to our product, brand, and value proposition (interactions).
D. How much I am planning or willing to spend in the project or campaign.
E. How much I am planning to sell through the project or campaign.
F. How much profit I am expecting from this project or campaign.

5. Which best describes your marketing investment decisions? A. Data driven. Spend follows performance insights.
B. Balancing some data with observations and assumptions.
C. Mostly based on past experience and instinct.
D. Reactive. We decide based on urgent needs.

6. When I set the goals for my projects, my objectives always have… (Select all that apply) A. A quantifiable/countable performance measure.
B. The timeframe designated for verifying goal attainment.
C. A quantifiable target that defines success.

7. What attribution model does your organization use to assign value to the results generated by a marketing or communications project? A. Own assumptions.
B. Rule-based attribution (First click, etc.).
C. Correlation (marketing mix models).
D. Causation (ROI MONITOR).

Your ROI Maturity Result

Total Score: /100

Maturity Level:

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