Advocacy program maturity model

What is an advocacy program maturity model?

An advocacy program maturity model is a structured assessment framework that helps you evaluate how developed and effective your customer advocacy program truly is.

Rather than relying on gut feel, this model enables customer marketing, CX, and support leaders to objectively assess current capabilities, create a shared language with leadership, and build a focused 12-month improvement plan

What’s inside the template?

The template includes:

• The advocacy maturity matrix
• Scorecard
• Scoring guidance
• 12-month planning prompts
• 30–60–90 day plan

How to use the template

1. Assess each dimension honestly For every row, select the stage (1–4) that reflects your current operating reality.
2. Calculate your total score Add your scores across all seven dimensions to determine your overall maturity level.
3. Set a 12-month target Choose realistic but ambitious improvements and document 2–3 concrete actions per dimension.
4. Use the scoring guidance to prioritize Focus first on foundational gaps if you’re ad-hoc or defined; shift to optimization and personalization if you’re managed or embedded.
5. Translate into action Complete the 30–60–90 day action plan to turn assessment into measurable progress.

By working through this model, you move from scattered advocacy requests to a structured, scalable, and measurable advocacy engine that drives real business impact.

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Advocacy program maturity modelAdvocacy program maturity model Assess where your customer advocacy program stands today and prioritize the investments required to reach the next level. This maturity model helps customer marketing, CX, and support leaders objectively assess current capabilities, create a shared language with l…Google Docs

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