At Adobe, we consistently see six hallmarks of digital leadership in organizations that are
delivering standout experiences to their customers. Before you take our Digital Maturity
Assessment, please take a few moments to read about the six hallmarks. Then ask yourself where your
organization is relatively strong or weak, based on your current practices.
This kit is designed to keep your team on track so you can achieve all the outcomes you’ve
envisioned for your Experience Management deployment.
Digital strategy is core to company strategy and leadership sets the intention from the top.
Senior leaders champion and prioritize digital.
Leaders at all levels require and model data-driven decision making.
Employee incentives are aligned to customer needs.
Design and branding are prioritized as a competitive advantage.
Ways of working are agile and iterative.
Innovative risk-taking and long-term thinking are rewarded.
Teams are empowered to address customer needs and rewarded for doing so.
Critical KPIs and incentives are tied to successful outcomes for customers.
Goal setting, reporting, and accountability happen on a regular cadence.
Roles and responsibilities are defined to drive collaboration across functions.
Digital governance ensures best practices for scale, security, and compliance.
Leaders and managers invest in and empower teams.
Teams are empowered to address customer needs and rewarded for doing so.
Holistic, integrated omnichannel data is available.
Advanced capabilities exist to develop insights that move your business forward.
Data democratization enables employees at all levels to make data-driven decisions.
Digital governance ensures best practices for scale, security, and compliance.
Analysts identify high-value segments and business leaders make them a priority.
Empathy is the starting point for all design work. Products and experiences are built to nurture customers
throughout their relationship with your brand.
Research and behavioral data inform a clear understanding of customer needs and
actions.
A/B testing, customer co-creation, and prototyping drive experience innovation.
Performance data is used to continuously improve the user experience.
Content is developed in response to customers’ needs. Content creation can scale to support all channels and
audiences.
Scalable content strategy is based on the wants and needs of specific audience
segments.
Dynamic assets are designed for omnichannel personalization at scale.
Content assets are created through iterative and collaborative processes.
Content assets are retrieved through a scalable system with a consistent taxonomy.
Optimized experience templates are employed for scale.
Cross-channel orchestration, decisioning, automation, and AI activate experiences that drive customer
engagement and maximize your ROI.
Cohesive customer experiences are executed across channels.
Personalization nurtures customers and nudges them toward their goals.
Decisioning logic is optimized to ensure ROI impact.
Automation helps to scale successful strategies.
Now that you’re familiar with the six hallmarks, think about how your organization compares against each of
these pillars. Once you have a sense of where the biggest gaps might be, take the survey
