Frontline teams can leverage maturity models for better adoption and retention
The maturity model can be viewed as a structured framework that enables the assessment of a company, process, or product in relation to recognized benchmarks. Within an organizational context, the maturity model provides a clear vision of the desired end-state, illustrates its advantages, and outlines actionable routes to achieve it. Maturity models serve as valuable tools for time-pressed executives. They allow for a swift understanding of their organization’s current standing and future path, eliminating the necessity for niche domain expertise.
This may all seem a bit too theoretical, so let’s look at this with an easy-to-follow example. Say you want to learn how to roller skate.
Stage 1: You put on roller skates. You’re a bit unsteady and can only move slowly without falling (this is your current state). You hold on to things around you and manage to move just a few feet. It’s frustrating.
Stage 2: After a week of practice, you have gained confidence. You’re able to stop and start and skate at a decent speed. Occasionally, you still lose balance but manage to avoid falling. You are going further and further. You feel happier.
Stage 3: You’re about a month into practicing roller skates. Your intuition has gotten better. You can move fast, navigate obstacles, and even execute some tricks. You’re ecstatic. Roller skating has become as natural as walking for you.
The progression benchmarks in this example include maintaining balance, learning to stop and start, skating at a certain speed, navigating obstacles, and finally, how you feel. These benchmarks are similar to those in a maturity model, helping to assess current abilities against set specific goals. As you learn to skate, you will continually evaluate your progress, see how well you meet your benchmarks, and adjust your plan as needed.
Similarly, a maturity model facilitates continuous assessment and improvement. A decent maturity model equips the frontline teams to guide customers progressively through different stages of maturity. And, guess what – when you look at the big picture, it becomes clear that the entire journey may take several months, quarters, or even years to complete. It empowers the team responsible for contract negotiations to make a compelling case for longer-duration contracts.
However, there are things you need to watch out. The premise for the maturity models is that their architects have done deep and unbiased thinking to look at an aspect of the business through a specific set of lenses. The various stages of the journey should help customers get better outcomes over time. Vendors must ensure the model’s sole purpose is not just to line their pockets. That’ll quickly undermine the model and vendor’s credibility.
With these disclaimers behind us, maturity models can truly help paint a compelling picture in the pre and post-sales world. Show customers the path to reach the promised land and, in turn, secure new business and renewals. Next, we’ll talk about how to build maturity models.
