One model of a fully mature B2B marketing ecosystem: five pillars, twenty-two motions, graded L0 to L3. This is the framework Impactable grades every client against and reports progress on. It is published in full, so you can grade yourself against the same thing.
This framework is the same model used in every Impactable diagnostic and quarterly Impact Report. The website teaches it, the ecosystem diagnostic scores clients against it, and the Impact Report reports progress on it. When a position changes, this document updates first, then flows everywhere.
Every motion belongs to one of five pillars. Pillar names are presentation; the motions and levels are the durable core.
| Create | Create demand and trust before anyone is in-market. |
| Capture | Catch the roughly 5 percent actively searching. |
| Connect | Turn anonymous attention into named, scored, routable accounts. |
| Convert | Turn warm accounts into conversations and pipeline. |
| Compound | Measure, diagnose, experiment, reallocate; the system gets smarter every quarter. |
One grading scale applies to every motion. Evidence beats claims: a motion is graded on what is actually running, not what is intended.
Not running.
Minimum viable depth, doing its job at small scale.
Systematic, segmented, measured. The standard for a scaling program.
Feeding other motions, running on triggers, self-improving.
The full matrix, grouped as it is graded. Every motion carries an L1 to L3 definition. Grade yours on the interactive board.
Budget and effort follow warmth. A colder tier earns budget only when warmer tiers are both fully activated and either saturated or too small. The ladder is dynamic: as warm pools grow, budget continuously re-weights toward them.
| A1 | First-party warm: CRM contacts, past leads, owned lists, website visitors, top-engaged ad accounts. |
| A2 | In-market search traffic. |
| A3 | Competitor conquest traffic. |
| A4 | Signal-built lists of fit accounts (hiring, technographic, growth, granular fit, timing). |
| A5 | Broad native channel targeting. |
Sequencing is not taste. These six laws decide what a company does next, and they are why the Next 3 Unlocks are earned, not sold.
A weighted sum out of 100. Each motion contributes its level divided by 3, times its weight. Transparency is doctrine, so the weights are published here.
Routed-reach motions (Meta, programmatic, email) carry no score until their Connect-pillar gate opens, then fold into the Convert weight. Where the weighting nuance would confuse an output, the score falls back to equal weight per motion and is labeled as such. Two differently weighted scores are never shown for the same client without a label.
Every motion in a client instance carries a status badge and an owner tag. Gaps stop being criticisms and become the roadmap.
The Next 3 Unlocks rule: every board flags exactly three next-priority moves, each with the trigger that earned it, what it takes, its expected impact, and its owner. Never more than three. Scarcity makes it a roadmap instead of a menu. Owner tags (Impactable-run, client-run, partner, or nobody) show what a client runs with us and without us.
Twenty-two motions across five pillars: Create, Capture, Connect, Convert and Compound. Each is graded L0 (absent) to L3 (compounding). Maturity is not more channels; it is each motion feeding the next, warm audiences activated before cold, and measurement under everything.
A weighted sum out of 100. Pillar weights are Create 25, Connect 25, Convert 20, Capture 15, Compound 15, spread evenly across the motions in each pillar. Scores map to five stages from Validate (0 to 20) through Sustain (81 to 100).
Warm before cold. Unactivated first-party data is the first move and costs nothing. Then foundations before amplification: message proven on organic, tracking before spend, a page before the offer. New channels are earned by saturation or a proven campaign, never proposed in a vacuum.
Meta B2B is never run before enrichment reaches L2, because Meta without enriched audiences is broad consumer spray. Programmatic needs named-account reach at scale with LinkedIn and Google already optimized. Both are routed-reach layers that need the Connect pillar to tell them which accounts to reach.
It is versioned and reviewed quarterly. It is the single source of truth used in every Impactable diagnostic and quarterly Impact Report, so the model you grade yourself against is the same one your account is managed against.
Score your own ecosystem across all 22 motions in about three minutes and see your maturity score, your stage, and the exact three moves that come next.