"Martech debt builds up through manual reporting, fragile integrations, and silos. These issues fragment customer data, break campaign attribution, and force teams to rely on shadow spreadsheets to fill gaps between platforms. Current maturity models focus on technology adoption (hello AI!) rather than business outcomes. This misses the structural shift required to escape this cycle. Semrush Enterprise evaluates maturity across five interconnected pillars: Progress means moving from patchwork operations to a unified engine where insight, execution, and impact connect and scale together for strategic effect."
"Teams operate as isolated units, protecting their own metrics while critical insights die inside departmental boundaries. Individual goals get hit while campaigns lose ground because no one understands cross-pillar impact. Silos block productive feedback loops: teams deepen expertise but miss the compounding lift when signals transfer. Isolated metrics become absolute targets ( Goodhart's Law), pushing teams to game numbers at the expense of real growth while eroding the unified experience customers expect."
Martech debt accumulates through manual reporting, fragile integrations, and siloed teams, leading to fragmented customer data, broken campaign attribution, and reliance on shadow spreadsheets. Current maturity models prioritize technology adoption over business outcomes, missing necessary structural shifts. Semrush Enterprise evaluates maturity across five interconnected pillars that connect insight, execution, and impact into a unified engine. Marketing maturity advances through five levels from siloed operations to integrated, automated systems. At Level 1, isolated teams protect metrics, lose cross-pillar visibility, create feedback loop failures, and produce inconsistent messaging, funnel gaps, and distorted metrics under Goodhart’s Law.
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