Business Architecture in a Box for Marketing

A business architecture toolkit built for Marketing — a four-level business capabilities map with 300+ capabilities across brand and strategy, product marketing, demand generation, digital and content marketing, and marketing analytics, plus capability definitions, Level 2 KPIs, value streams and processes, business data and information entities, an operating models overview, a roles listing, a glossary of terms, and a transformation framework — delivered in PowerPoint, Word, and Excel.

Why this isn't just an AI-generated list

Marketing is really two disciplines forced under one org chart — brand-building, which is qualitative, long-horizon, and judged on perception, and performance marketing, which is quantitative, short-horizon, and judged on conversion — and a generic AI answer tends to flatten both into one "marketing capabilities" list instead of modeling them as the distinct capability sets they are. The function also runs on the most fragmented technology landscape of any corporate function, with thousands of martech point solutions, so it's especially easy for a generic list to name capabilities after tools — "HubSpot management," "Salesforce Marketing Cloud" — instead of the underlying capability, like "Campaign Orchestration" or "Customer Segmentation," that survives a platform switch. Marketing capability also splits differently depending on whether the business sells B2B or B2C — account-based marketing and channel/partner marketing matter enormously in one and barely register in the other — and a model that ignores that split ends up too generic to use for either. And data-privacy regulation, from GDPR to CCPA to the growing list of state and national equivalents, increasingly shapes how capabilities like customer data management and personalization can even be designed, which a training-data snapshot won't reliably reflect. This map holds brand and performance, B2B and B2C, together in one consistent taxonomy instead of picking a side.

What's Inside

• Business Capabilities Map — 300+ capabilities across four levels, from Level 1 strategic domains (Brand & Strategy, Product Marketing, Demand Generation, Marketing Analytics, Marketing Operations) down to Level 4 operational detail, in PowerPoint, Word, and Excel, with a dedicated Capability Definitions document and Capability KPIs mapped at Level 2
• Value Streams and Processes covering idea-to-launch and campaign-to-customer, and the Business Data and Information Entities — customer, campaign, and content data — marketing systems depend on
• An Operating Models Overview and a Roles listing spanning brand, digital, product marketing, and centralized marketing-operations teams
• A Glossary of Terms and a Transformation Framework for sequencing a martech consolidation or marketing-operating-model change
• Bonus deliverables: a Business Capability Modeling Overview e-book, a Practical Guide to Business Architecture e-book, and a Capability-Relationship Mapping Template

How Teams Use It

• Baseline marketing capability maturity before a martech-stack consolidation or marketing-transformation program
• Scope CDP, marketing-automation, and MarTech RFPs against actual capabilities instead of a vendor's feature list
• Align brand, performance, and product marketing teams on a shared capability vocabulary instead of channel-specific jargon
• Prioritize martech investment by capability gap rather than by whichever tool is up for renewal

Who It's For

CMOs and marketing leadership, marketing operations leaders, enterprise and business architects, and martech strategists who need a Marketing reference model that survives the next platform migration, not just the current campaign cycle.