The Commercial Capability Maturity Model
A structured system for understanding what your commercial organization can actually do—and what it needs to do next.
CCMM translates commercial strategy and organizational context into a structured assessment of capability.
It does not assess activity. It assesses what the organization is actually able to do, whether that ability is institutional, and whether it is producing its intended result.
Nine dimensions, evaluated together.
- 01Current capability
What can the organization reliably do today?
- 02Evidence
What demonstrates that the capability actually exists?
- 03Effectiveness
Is the capability producing its intended result?
- 04Required maturity
What level of capability does this organization actually need, given its strategy?
- 05Gap
Where is current capability below that requirement?
- 06Dependencies
Which capabilities constrain other capabilities?
- 07Priority
Which constraints matter most now?
- 08Diagnosis
What is most likely limiting performance?
- 09Build sequence
What should be built first?
Seven domains. Thirty-four capabilities. One commercial system.
Explore the architecture →- IUnderstand5 capabilities
The capability to see the market, the customer and the opportunity as they actually are, rather than as the organization assumes them to be.
- IIChoose6 capabilities
The capability to make and hold commercial choices — where to play, what to promise, and what to deliberately not do.
- IIIDesign5 capabilities
The capability to design the commercial system itself — how the organization reaches, engages and monetizes its market.
- IVCreate3 capabilities
The capability to create qualified commercial demand rather than activity.
- VConvert6 capabilities
The capability to convert opportunity into commitment on terms that create value.
- VIRealize3 capabilities
The capability to realize, retain and develop value after the sale.
- VIIOperate & Evolve6 capabilities
The capability to run the commercial system as a system — and to change it deliberately as conditions change.
Capability isn't mature because someone says it is.
CCMM uses five evidence-supported maturity levels. Each level requires demonstrable organizational behaviour, not assertion.
- 1Dependent
Carried by individuals
- 2Emerging
Mechanism exists, incomplete
- 3Embedded
Defined, owned, repeatable
- 4Managed
Measured and improved
- 5Adaptive
Learns and evolves
- The Seven Domains
How the commercial system is structured.
- The 34 Capabilities
The capability architecture, domain by domain.
- The Maturity Model
Five evidence-supported levels—and required maturity.
- How Diagnosis Works
Effectiveness, system conditions and build sequence.
- Evidence & Confidence
Why claims are challenged before they are accepted.
- Multi-Executive Triangulation
Why one respondent is not a diagnosis.
- Outcome Validation
How capability change is proven, not declared.
- Methodology Governance
Versioned, controlled, semantically fixed.
We publish the architecture of the model: its domains, its capabilities, its maturity levels, the distinction between current and required maturity, and how diagnosis is constructed.
We do not publish its calibration, dependency weighting, diagnostic rules or narrative logic. Those are the working parts of the system, and they remain proprietary.
What capability is holding back your growth?
Your business problem may appear to be revenue, sales, margin, retention or growth. The root constraint may be somewhere else. Find out what capability your organization needs to build next.