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Best Of Mature Model


Last year my company, Keikendo, presented a model to identify the maturity level of user experience within an organization. The product of over 10 years of shared experience in organizations of different sizes and types across markets, we call it the Keikendo Maturity Model.

Our Maturity Model White Paper can help you discover the steps, challenges, and tactical best practices along the journey to best-in-class customer learning. To map the stage of your program today, take our self-assessment.

Mature modeling, also sometimes referred to as senior modeling, is modeling for people over the age of 50. Both men and women are in significant demand for mature modeling, especially as the population of people over the age of 50 continues to grow.

Unfortunately, the central IT team phase can be one of the riskiest phases of organizational maturity. The central IT team must come to the table with a strong growth mindset. If the team views the cloud as an opportunity to grow and adapt, then it can provide great value throughout the process. However, if the central IT team views cloud adoption primarily as a threat to their existing model, then the central IT team becomes an obstacle to the cloud adoption teams and the business objectives they support. Some central IT teams have spent months or even years attempting to force the cloud into alignment with on-premises approaches, with only negative results. The cloud doesn't require that everything change within the central IT team, but it does require significant change. If resistance to change is prevalent within the central IT team, this phase of maturity can quickly become a cultural antipattern.

When maturity happens organically, as a result of IT-led cloud adoption efforts, strategic alignment is preceded by a governance or central IT team. When cloud adoption efforts are lead by the business, the focus on operating model and organization tends to happen earlier. Whenever possible, define business outcomes and the cloud strategy team early in the process.

At the highest state of maturity, a cloud center of excellence aligns teams around a modern cloud-first operating model. This approach provides centralized IT functions like governance, security, platform, and automation.

The primary difference between this structure and the central IT team structure is a strong focus on self-service and democratization. The teams in this structure organize with the intent of delegating control as much as possible. Aligning governance and compliance practices to cloud-native solutions creates guardrails and protection mechanisms. Unlike the central IT team model, the cloud-native approach maximizes innovation and minimizes operational overhead. For this model to be adopted, mutual agreement to modernize IT processes will be required from business and IT leadership. This model is unlikely to occur organically and often requires executive support.

In the case of digital marketing, the race belongs to the swift, which means that less mature companies need to accelerate their efforts to catch up. Companies that have advanced quickly are reaping the rewards of those gains while companies that are treading water or making only gradual headway are falling farther behind their more mature competitors.

Each of the three principal trends driving the need for companies to accelerate their digital marketing has its own shape and impact. But taken together, they are raising the stakes for less mature marketing organizations to take action. (See Exhibit 3.)

Climbing the digital maturity curve takes time and hard work, but progress yields results along the way, which builds momentum. At all levels of maturity, active and visible C-level leadership is a must, as is cultivating and preserving customer value and trust at the core. To clarify what needs to happen and when, we have devised a roadmap for implementing the four accelerators. (See Exhibit 4.) Both the technical and the organizational requirements for further progress become increasingly sophisticated as companies become more mature.

Companies that have not yet invested in understanding their current sources of data and ensuring basic data quality as a foundation for other capabilities need to start now. More digitally mature organizations may need to invest further in securing all sources of first-party data and establishing a cross-functional data privacy team. All successful brands will build a compelling story for customers across the entire purchasing journey as underpinning for the trust-value exchange of first-party data.

All brands, including multimoment ones, have room for improvement in end-to-end measurement. (See Exhibit 6.) Customers vary widely in their interests, motivation, and behavior (among other factors). In our work on personalization campaigns, we have found that companies tend to focus on overall campaign effectiveness, striving for solutions that work well on average. As a result, they fail to identify pockets of variety among their customers, which is where the real value of personalized outreach lies. A/B testing reveals what works best on average, but companies that want to build deeper relationships with their customers need to adapt campaigns and messages by segment or persona.

To establish true end-to-end measurement capabilities, brands must evolve from focusing on consistent KPIs through cross-channel and cross-device measurement to deploying predictive models along the entire purchasing journey.

Having the right talent on hand is imperative. In marketing, the emergence of a new set of technical roles calls for people with new skill sets. These roles include the following:Privacy specialistMeasurement and attribution model expertWeb analytics expertTag management expertSpecialist in customer segmentation with aggregated dataMedia strategistPaid-media expertContent production expertConversion rate optimization expertUser interface, user experience (UI/UX) designerUI/UX research expertMarketing technology specialist

To ensure access to skills and resources, brands can first fill skill gaps through partnerships and then develop a more in-depth analysis of the best balance of internal and external capabilities. They can work toward developing the required internal skills by establishing learning programs, and they can limit employee turnover by instituting compelling retention programs. Hiring and retention strategies are most successful when they foster an environment of professional growth that challenges talent to discover new solutions every day. Although more mature organizations have long understood the need for training programs, retention programs have not been a priority at most companies: only 17% of multimoment brands and 13% of connected brands emphasize retention.

The Learning Business Maturity Model articulates the characteristics and practices of a mature learning and education business or line of business, as well as the stages that typically precede full maturity. It is intended specifically for market-facing organizations or units within such organizations that focus on lifelong learning, continuing education, and professional development. It is not intended for corporate training departments or degree-granting programs, for example.

In the downloadable version of the model we provide generic descriptions of learning and education businesses at each stage of maturity and assume similar performance across all five domains. Keep in mind, though, that most businesses will perform better in some of the domains and worse in others. Your business, for example, may perform at a Stage 3 level for Leadership, Strategy, and Marketing but at lower levels for Capacity and Portfolio. As a result, the business overall may best be described as being at Stage 2. But it would be clear that the business should focus on improving in the domains of Capacity and Portfolio to progress to Stage 3 maturity.

As you review the model or make use of the Learning Business Maturity Model in your organization, please share you comments and suggestions with us. Send those to We will respond to feedback we receive and, as appropriate, incorporate it into future versions.

Businesses and organizations constantly need to monitor performance and identify areas of improvement. Maturity models are a tool, often used in IT departments, customer-centric organizations, and software companies, to measure the success of management processes, styles, and IT systems.

Both are areas where operational, management, and software efficiency is mission-critical for the overall success of an organization. ITIL and ITSM functions impact every part of most businesses. Many couldn't function without one or the other, or both, so it's crucial that maturity model tools are applied to continually assess, iterate, and improve on ITIL and ITSM operations.

Maturity models are often shrouded in complex jargon, making them difficult to implement. Unlike Key Performance Indicators (KPIs), Objectives and Key Results (OKRs) and other process and data-driven process improvement methodologies, maturity models aren't actually difficult to understand. However, when they're implemented effectively, maturity models can make a noticeable difference to ITIL and ITSM operations and teams.

Maturity models measure operational improvement milestones on an upwards curve, from ad-hoc to optimized. Repeatable, controlled, and managed are milestones on the way towards optimized organizational self-improvement, and this applies to ITIL and ITSM departments as much as any within a business.

Ad-hoc: ITIL functions play a key role in how organizations implement ITSM functions, aligning IT systems and processes with business goals. At this stage of the maturity model, processes and functions, and the way systems and vendors are integrated and deployed to support ITSM operations are disorganized. 59ce067264


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