Maturity Levels
Beyond the letter grade, JetStack AI maps every portal score to a maturity level — a descriptive tier that communicates where a portal sits on the journey from basic setup to operational excellence. Maturity levels translate numeric scores into language that resonates with clients and stakeholders who want to understand their CRM readiness without diving into individual data points.
The Five Maturity Levels
Section titled “The Five Maturity Levels”| Level | Name | Score Range | Description |
|---|---|---|---|
| Level 1 | Starter | 0 - 29 | Portal is in early stages. Core features may be unconfigured or misconfigured. Significant foundational work is needed. |
| Level 2 | Developing | 30 - 49 | Basic functionality is in place but major gaps exist. The portal is functional for day-to-day use but lacks best practices, automation, and proper data hygiene. |
| Level 3 | Established | 50 - 69 | The portal has a solid working foundation. Most core features are configured and in use. Opportunities exist to optimize, automate, and clean up. |
| Level 4 | Advanced | 70 - 84 | Strong implementation across most areas. The portal follows best practices in the majority of hubs, with targeted areas for refinement and optimization. |
| Level 5 | Elite | 85 - 100 | Exceptional portal management. Consistent best practices, clean data, well-structured automation, and thorough reporting. Top-tier CRM operations. |
What Each Level Looks Like in Practice
Section titled “What Each Level Looks Like in Practice”Level 1: Starter (0-29)
Section titled “Level 1: Starter (0-29)”Portals at the Starter level typically show one or more of these characteristics:
- Default settings left unchanged across most hubs
- No email authentication configured (DKIM, SPF)
- Few or no active workflows
- Missing pipeline configuration for sales or service
- Minimal or no naming conventions
- Property clutter with many unused or duplicate fields
Recommended focus: Address fundamental configuration issues first — email authentication, pipeline setup, and basic data structure.
Level 2: Developing (30-49)
Section titled “Level 2: Developing (30-49)”Developing portals have started building their CRM but lack consistency:
- Some automation exists but is fragmented or ad-hoc
- Pipelines are configured but stages may not follow best practices
- Forms exist but may lack progressive profiling or GDPR consent
- Reporting relies heavily on default dashboards
- Data hygiene issues — duplicate contacts, incomplete records
Recommended focus: Standardize what exists. Implement naming conventions, clean up data, and fill gaps in core hub configuration.
Level 3: Established (50-69)
Section titled “Level 3: Established (50-69)”Most portals that have been in use for a year or more land in the Established range:
- Core features are configured and actively used
- Some automation and workflows are in place
- Pipelines are functional with defined stages
- Basic reporting is configured
- Room for improvement in advanced features, data quality, and process optimization
Recommended focus: Optimize and expand. Improve workflow logic, add advanced reporting, clean up stale data, and tighten naming conventions.
Level 4: Advanced (70-84)
Section titled “Level 4: Advanced (70-84)”Advanced portals demonstrate deliberate, structured CRM management:
- Consistent naming conventions across assets
- Well-designed workflows with proper branching and suppression
- Clean pipelines with appropriate stages and automation
- Custom reporting aligned to business KPIs
- Regular data maintenance practices
Recommended focus: Fine-tune specific areas. Address remaining below-average data points, optimize advanced automation, and explore features that are not yet fully utilized.
Level 5: Elite (85-100)
Section titled “Level 5: Elite (85-100)”Elite portals represent best-in-class CRM operations:
- All hubs configured according to best practices
- Email authentication fully configured and validated
- Comprehensive automation with proper error handling
- Advanced reporting with custom attribution models
- Clean data with ongoing hygiene processes
- GDPR compliance implemented across all touchpoints
Recommended focus: Maintain excellence. Use regular audits to catch regression and stay current as HubSpot releases new features.
Using Maturity Levels with Clients
Section titled “Using Maturity Levels with Clients”Maturity levels are powerful communication tools when presenting audit findings to clients:
- Set expectations — A Level 2 portal has a longer improvement path than a Level 4 portal. Maturity levels help scope the engagement realistically.
- Track progress — Moving from Level 2 to Level 3 is a tangible milestone that clients can celebrate and understand.
- Benchmark — Clients often ask “how do we compare?” Maturity levels provide a framework for that conversation without needing to share specific competitor data.
- Prioritize — Each level has a recommended focus area, giving you a natural starting point for the improvement roadmap.
Maturity Levels in Reports
Section titled “Maturity Levels in Reports”The maturity level appears in audit reports alongside the portal score and letter grade. The executive summary references the maturity level when framing strengths and areas for improvement, making it one of the first things a client reads when reviewing their audit results.