A friend of mine, who has a small consultancy firm, loves to eat Snickers. He never needs any convincing. “I wish our prospects were this easily convinced,” he said to me.
What a consultancy like my friend’s has to offer to prospects are skills, knowledge and experience. Not a product with a delicious “chocolate taste” to get prospects hooked on. And even when they do use his consultancy once, there’s no way to keep the output 100% consistent the next time around.
The solution? Using a maturity model (and ulitmately: a maturity assessment that auto-generates advice). In this article:
- What is a maturity model?
- 4 reasons beyond lead generation to use a maturity model
- 2 broadly used maturity models
- How to create your own maturity model
- From maturity model to effective maturity assessment
Note: Already convinced and just want to develop your very own maturity model to turn it into a full-blown maturity assessment? Then this blog article is what you’re looking for.
Questions or remarks?
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A maturity model evaluates how advanced a company or individual is in a specific area - like digital readiness or strategic planning - based on structured criteria. A lead scoring model, on the other hand, ranks leads based on how likely they are to convert, using behavioral or demographic data. Think of maturity models as diagnostic tools, while lead scoring models are prioritization tools.
You can segment leads based on their maturity level and tailor nurturing flows accordingly. For example, less mature leads might receive educational content, while advanced leads get case studies or ROI calculators. This targeted approach makes nurturing more relevant and improves conversion rates throughout the funnel.
Track metrics like conversion rates by maturity level, lead quality over time, and pipeline velocity after implementing the model. You can also A/B test campaigns with and without maturity segmentation to quantify its impact on engagement, lead qualification, and eventual sales.
Absolutely. A post-sale maturity assessment helps identify growth opportunities, training needs, or risk factors in existing accounts. By tracking a customer’s progress along the model, you can deliver proactive support, personalized success planning, and upsell opportunities based on real gaps - not guesswork.
Use clean, intuitive visuals like heat maps, radar charts, or tiered scorecards. Keep the visuals simple but meaningful - highlight progress, compare benchmarks, and clearly indicate what “next level” improvements look like. Bonus points if the visualization guides the user toward action.
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