The notion of capability development is essential to the modern marketing organization. Many marketing leaders ask themselves how to develop their capabilities as an organization and generate more positive outcomes. This is where maturity models can help. In this episode Scott and Frans discuss how maturity models show in a structured way which disciplines to develop. Because a good maturity model allows teams to easily identify what the interrelated capabilities are, where they stand, and what to grow.
Scott has been analyzing marketing technology for more than a decade. He publishes the chiefmartec.com blog, co-founded the MarTech conference, and wrote the best-selling book Hacking Marketing. He is VP platform ecosystem at HubSpot and was previously the co-founder of ion interactive. He holds degrees in computer science from Columbia University and Harvard University and an MBA from MIT.