Score

Integration Maturity Quiz

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Channel KPIs are the only goalposts. Paid optimizes for ROAS, organic for rankings, social for reach.

Business goals are shared, but each channel translates them directly into its own KPI plan. No shared strategy layer in between.

Strategy plus tactics aligned to the buyer's journey. Channel tactics are designed to reinforce each other across stages.

Who sets the strategic direction for your marketing efforts?

By habit. Each channel does what it has always done. Paid bids on what converts; organic targets what ranks.

By default function. Paid is for traffic, SEO for visibility, email for nurture, social for reach.

By journey stage. Each channel is assigned where it has the strongest pull on the buyer, with deliberate handoffs between stages.

How deliberately are channel roles assigned within your marketing strategy?

Nothing. The plan runs through the cycle untouched.

A channel-level performance dip triggers that channel to adjust. The broader strategy stays put.

Buyer behavior signals trigger strategic adaptation. A change in any channel can reshape what every channel does next.

How does your strategic direction evolve during a campaign?

Nothing shared. Paid says "50% off," organic says "buyer's guide," social lands somewhere else.

Shared brand guidelines, interpreted independently by each channel.

The customer journey, messaging adapts to where the customer is and what they just engaged with.

How consistent is your messaging across channels?

Performance creative dominates. Brand work happens in pockets, usually at launch moments or in standalone organic content.

Both exist but operate in separate streams. Paid runs performance creative; organic carries the brand work; little crosses over.

Brand creative feeds performance creative, and both serve specific stages of the buyer's journey.

How does your brand story progress across the customer journey?

A shared brief template, but each channel fills it in for itself.

One shared brief drives all channels in a campaign.

When new messaging is developed, how does it reach your channels?

Independently, each channel runs its own plan with no awareness of the others.

Coordinated, via separate lanes, but pointed at the same campaign goal.

As one system. Organic builds the authority that lifts paid quality scores; paid drives the demand that fuels organic search.

How do your channels operate during a campaign?

Only that channel reacts. The others keep doing what they're doing.

The shift is shared, but each channel decides independently whether to adjust.

The shift is treated as a signal. If organic loses ground in research queries, the team rethinks how the journey engages buyers there, not just which channel fills the gap.

When one channel changes its approach mid-campaign, what happens?

Overlap isn't visible. Channels target without knowing who the others are reaching.

Channels know overlap exists, but don't consistently activate together. Each still manages its own targeting.

Overlap is deliberate. Channels pass the customer forward based on where they are in the journey.

UPDATE

By each channel's own tools. Paid builds lookalikes from platform data, organic targets keyword intent, email targets list segments. No shared definition.

By a shared audience description (e.g., "growth-stage SaaS companies"), but each channel applies its own filters and targeting logic to find them.

By audience behavior(researching, comparing, ready to buy), not by which channel can reach them.

How do your channels define the audiences they target?

Channels operate without considering lifecycle context. Converted customers keep getting acquisition ads; lapsed customers see the same messaging as engaged ones.

Channels generally know their lifecycle role (paid for acquisition, email for retention), but transitions between stages are inconsistent.

Lifecycle stages don't lock channels to specific roles. Multiple channels engage at every stage, with the right one taking the lead based on what the customer is doing.

Integration Maturity Quiz

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