Why Cybersecurity Maturity Models Matter to GTM Teams and How Use Them Effectively

It’s easy to assume maturity models are only for technical teams and consultants.

But I’ve come to realize they’re just as valuable for GTM teams—marketing, sales, and product development—who work tirelessly to engage prospects and retain clients in a competitive market.

A maturity model isn’t just an assessment tool; it’s a roadmap that, if applied thoughtfully, can transform how we align solutions with customer needs and drive real business growth.

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What are cybersecurity maturity models?

Cybersecurity maturity models are frameworks that provide a structured approach to evaluating an organization's cybersecurity practices and capabilities.

These models are designed to help organizations assess their current cybersecurity posture, identify areas for improvement, and develop a roadmap for advancing their security measures over time.

The concept of maturity in this context relates to the sophistication, comprehensiveness, and effectiveness of an organization's cybersecurity efforts.

For GTM teams, maturity models are more than technical checklists; they’re insights into a prospect’s mindset, resources, and potential gaps.

Knowing where an organization falls on this scale helps us understand its security culture and readiness for cybersecurity solutions.

With that knowledge, we can segment our audiences, tailor messaging, and engage in consultative selling that resonates with each prospect’s reality.

Why Should GTM Teams Care About and Understand Cybersecurity Maturity Models?

Skill Level and Expertise

Maturity models help identify the skill level and expertise of security practitioners within an organization.

Different levels of maturity require varying degrees of technical and strategic skills.

Understanding where an organization or its security team stands on the maturity scale can provide insights into the practitioners' capabilities and areas where further development might be needed.

Approach to Security

The level of maturity can also indicate the approach practitioners take towards security.

For instance, at lower maturity levels, security efforts might be more reactive and focused on immediate threats.

In contrast, at higher maturity levels, the approach is likely to be more proactive, with comprehensive strategies that include threat anticipation, risk management, and continuous improvement processes.

Resource Allocation

How an organization allocates its resources towards security initiatives can reflect its maturity level and, by extension, the priorities and challenges faced by its practitioners.

Understanding the maturity level can shed light on whether resources are being effectively utilized, whether there's a need for more investment in specific areas, and how practitioners are managing with the available resources.

Compliance and Policy Adherence

Maturity models often align with industry standards and regulatory requirements.

Practitioners working in organizations at higher maturity levels are likely to have a more systematic approach to compliance and policy adherence, incorporating these requirements seamlessly into their security practices.

This can indicate their level of experience with and commitment to regulatory frameworks.

Strategic Planning and Business Alignment

Security practitioners in organizations with higher maturity levels are typically more involved in strategic planning and aligning security initiatives with business goals.

Understanding the maturity level helps recognize the extent to which practitioners are able to influence business decisions and contribute to the organization's overall strategy.

Innovation and Adoption of New Technologies

Practitioners in more mature organizations are often at the forefront of adopting new technologies and innovative security practices.

Their position on the maturity scale can indicate their openness to innovation, their ability to integrate advanced solutions, and their overall approach to evolving security threats.

Collaboration and Communication

Higher maturity levels usually entail better collaboration and communication practices within the security team and across the organization.

Understanding an organization's maturity level can provide insights into how practitioners share information, work together to address security issues, and engage with other departments.

Culture of Security

The maturity level can reflect the culture of security within an organization.

Practitioners in organizations with a strong security culture are likely to be more proactive, engaged, and committed to continuous improvement.

This cultural aspect is crucial for long-term security effectiveness and resilience.

Customer Research Playbook: Evaluating Cybersecurity Maturity of an Organization

This playbook aims to provide a structured approach to understanding the security maturity of a CISO’s organization.

Benefits of Mapping GTM Strategies to Security Maturity Models

Understanding different types of maturity models offers several benefits to marketers and sales professionals, especially in the context of marketing and selling security solutions.

These benefits not only enhance their effectiveness in engaging with prospects and clients but also have significant implications for the security vendors they represent.

Market Segmentation and Targeted Campaigns

Maturity models allow us to fine-tune our market segments.

By identifying where a prospect or customer falls on the maturity scale, we can craft campaigns and content that meet them where they are.

Organizations at different maturity stages will respond to different messages.

Entry-level messages may focus on cost-effectiveness and essential security needs, while mature organizations may respond better to innovation, integration, and optimization themes.

This targeted messaging drives better engagement, builds trust, and shortens sales cycles.

Solution Alignment and Consultative Selling

Sales professionals who understand maturity models can go beyond features and functions.

They can connect the dots between where a customer is now and where they want to be.

It’s not about selling the biggest solution; it’s about selling the right solution for that client’s stage.

When a sales rep can demonstrate understanding of a prospect’s challenges and suggest realistic next steps, it positions them as a trusted advisor.

This consultative approach doesn’t just close deals; it creates relationships, increases satisfaction, and promotes renewals and expansions.

Building Long-Term Customer Loyalty

Understanding maturity levels isn’t just for acquisition; it’s critical to retention too.

When a customer feels that a vendor is truly aligned with their evolving needs, loyalty and advocacy naturally follow.

GTM teams can develop nurture strategies that offer continuous value—practical webinars, workshops, or content—at each maturity stage.

Rather than pushing the next product, you’re helping clients advance along the maturity path, reinforcing the your organization’s value over time.

Enhanced Reputation and Competitive Edge

A GTM strategy grounded in maturity insights stands out in the cybersecurity market.

It demonstrates not only technical knowledge but also a nuanced understanding of customers’ unique journeys.

This differentiation becomes a competitive edge, showcasing your organization as a partner who “gets it.”

Your reputation for depth and understanding grows, attracting clients who are looking for more than just a tool—they’re looking for a strategic partner.

How to Assess Maturity Levels in Real Time

Use OSINT to Estimate CISO Maturity

Open-source intelligence (OSINT) can be used to gather publicly available information to estimate maturity of a Chief Information Security Officer (CISO).

By analyzing data from various sources such as publications, forums, and social media, marketers and sellers can get a sense of how advanced a CISO's approach is to security within their organization.

Use Q&A to Measure InfoSec Program Maturity

Engaging in one-on-one customer discovery or question and answer sessions with potential clients can reveal the maturity of their Information Security (InfoSec) program.

This could involve discussing their current security measures, processes, and how they handle various security scenarios.

The depth and sophistication of their answers can provide insights into the maturity of their InfoSec program.

Use Q&A to Measure Company Maturity

Similarly, the overall maturity of the company can be assessed through Q&A by exploring broader organizational topics beyond just the InfoSec program.

This could include inquiries into policies, compliance, employee training, and the integration of security practices into their business operations.

Use Capability Maturity Model Integration (CMMI) to Measure Maturity Whenever Possible

As noted above, the CMMI is a process and behavioral model that helps organizations streamline process improvement and encourage productive, efficient behaviors that decrease risks in software, product, and service development.

Marketers and sellers should advocate for the use of CMMI or similar models to get a formal assessment of a company's process maturity, which can be a strong indicator of their overall security maturity.

Final Thoughts

At their core, maturity models are about progression.

They’re about helping organizations evolve.

For GTM teams, this evolution isn’t just about selling more; it’s about being part of a customer’s growth journey.

By aligning GTM strategies with where clients actually are—and where they’re striving to go—you’re building a pipeline not just of leads, but of long-term partners who will advocate for you as they advance along their security journey.

Ultimately, the alignment of GTM strategies with a customer’s maturity level drives measurable impact: shorter sales cycles, higher retention rates, and stronger reputation in the market.

For GTM teams in cybersecurity, maturity models aren’t just technical frameworks; they’re critical tools for building trust, driving growth, and positioning yourself as the partner who helps organizations achieve their security potential.

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