Benchmarking the market's customer intelligence maturity to power the consultative sell
Benchmarking the market's customer intelligence maturity to power the consultative sell
Services:
CHALLENGE
Acxiom wanted to move its commercial teams from selling products to acting as consultative partners, but had no way to benchmark how mature clients’ customer intelligence capabilities really were, as the industry shifted toward first-party data, fragmented omnichannel journeys and AI-driven analytics.
APPROACH
MTM built a bespoke customer intelligence maturity framework and diagnostic model, drawing on 18 stakeholder interviews and a 20-minute survey of 200 senior insight and data science leaders across the US and UK, scoring organisations against four pillars: strategy and mindset, data health, analytics and enablement, and operations.
IMPACT
The resulting maturity index revealed a market in transition: 87% of organisations sit in the two middle maturity stages, but strategy and analytics lag behind data collection, with only 7% saying customer intelligence is championed by their CEO. The model now gives Acxiom’s sales teams a diagnostic tool for consultative client conversations, underpins an annual state-of-the-nation white paper, and is repeated yearly to track industry progress.
We are delighted with the customer intelligence maturity index. It is an innovative and exciting piece of work that provides Acxiom with a benchmark of what good looks like across sectors, which is invaluable when engaging with our clients. Our teams are being trained on the findings, so they can share with our clients and help them assess where they are on their customer intelligence journeys.”
Tammy Ammon
Senior Director of Thought Leadership and Market Research
In focus at mtm
