Product Description

Marketing Business Capability Model: A Comprehensive, industry-agnostic, multi-purpose Marketing Management functional area business capability model. Our Marketing business capability model spans all key areas of marketing and is a hierarchical decomposition of “What” marketing function does.

Marketing Business Capability Model

Business Capability Model for Marketing

What do I get?

  • A Marketing Business Capability Model with ~140 capabilities

    Formats:

    Spreadsheet

    Presentation Slide

    Word processing document

Business Capability Model for Marketing

Capability Management in a Box

Details

Looking for more? Try our Capability Management in a Box. Or rather in a Spreadsheet

Why do we need a Marketing Business Capability Model?

The value of business capabilities is multi-dimensional as they help bridge the gap between business and IT, help understand the essence of what a business does, and align development efforts to strategic priorities, which helps evolve and enhance capabilities.

Ideally, your firm should have a structured and well-defined enterprise business capability model, and as an integral part a set of Marketing capabilities. And furthermore, for the capability model to the actionable, it should be decomposed to a slightly granular level of capabilities (Level 3 or 4) for it to be actionable and to leverage in IT enablement projects.

One of the core functions of an enterprise is Marketing. In today’s highly competitive marketing realm, inbound and outbound marketing, building brand equity and harnessing social media are of paramount importance. To help with these objectives, a well-decomposed Marketing Management functional business capability model provides visibility and structure for planning.

CIOPages Business Capability Model for Marketing intends to capture the detailed view and a nuanced perspective of what marketing does. It includes the nuts and bolts functional capabilities, as well as emerging and value-add functions/capabilities.

The Business Capability Model for Marketing will help provide a jumpstart to envision a future state, conduct gap analysis, identify capabilities which are needed/improved, and help focus efforts on capabilities that matter!

What’s a Marketing Business Capability Model?

The Marketing Management Business capability model is decomposed to a minimum of two levels across the spectrum of Marketing Capabilities and many a time to levels 3 and 4 as well, depending on the granularity and modularity required.

The capability model is structurally sound, internally coherent and maintains principles of MECE (mutually exclusive and collectively exhaustive), for the most part.

Marketing Business Capability Model – Level 1

Marketing Strategy and PlanningMarketing ExecutionMarketing Resource Management
Marketing Compliance ManagementMarketing and Social Analytics

Level 1

Marketing Strategy and Planning
Marketing Execution
Marketing Resource Management
Marketing Compliance Management
Marketing and Social Analytics

Level 2

Advertising Management
Corporate Communication
Lead Generation
Email Management
Prospect Marketing
Customer Base Marketing
Mobile Marketing
Digital Marketing

Level 3

Creative Strategy and Positioning
Creative Development
Ad Inventory Management
Ad Campaign Management
Measurement, Insights, and Analytics

Level 4

Advertising Insertion Order Management
Advertising Pricing and Media Buying
AD Schedule Management
Ad Distribution
Ad Tracking

Caveats:

  • As the Marketing Business Capability Model is a digital product, there are absolutely NO Returns.
  • Depending on your industry, the type of marketing processes, and the scope of the functional footprint, some of the Capabilities may not be relevant to you.
  • If you are a consultant or a consulting company,  there is a different pricing, license, and terms.
  • Sold on an as-is basis and no warranties
  • This sale does not include customization help or support. If you need professional services assistance, please contact us.
  • Please review our standard terms of service.

Need Customization Help?

Contact Us

What are Business Capabilities?

Business capabilities are the foundational building blocks or Rosetta Stone for business and technology alignment. Business Capabilities describe “What” business does.

How should I use a Marketing Capability Model?

  • Understanding the core essence of an enterprise and what it does.
  • Alignment between business and technology with a common language
  • Mapping to Applications/Services to understand the footprint and coverage
  • Creating a gap analysis between current state and future state based on Capability Maturity
  • Understanding business needs for IT enablement based on stable entities
  • Conducting vendor analysis using capabilities to compare apples and apples
  • Leveraging in M&A to compare capabilities and their maturity between two firms

But, our Company is unique – will it fit us?

Of course, every business is slightly different regarding some capabilities as well as how they work. However, while there may be divergence at the edges, there is a lot of convergence at the core between most firms. The differences may be in part due to differences in industry, geography, types of products and services, and business model. Furthermore, the relative emphasis of the key value streams and absence or presence of specific capabilities and competencies based on your unique needs may need to be reflected.

Last but not the least, we don’t expect our Business Capability Model for Marketing (or any other model in fact) to fit you 100%. We expect you to take this as a straw model or a base and a springboard to achieve the level customization and specificity you desire.

If you need professional services help to tailor the model to your needs and capture your firm’s unique essence, we can help.

Contact Us for Advisory Service details.

When should we buy a Capability Model?

Anytime is a good time! However, there are always triggers which may necessitate a Capability Model.

  • Strategic review of the marketing function for transformation
  • Re-architecture of supply chain systems
  • Re-engineering of supply chain processes
  • Endeavor to include supply chain in the scope of an enterprise business capability model

But, we have a Business Capability Map already?

Well, in that case, either you can go with it, or if you require validation and cross-reference, you will still find our model valuable. After all, the price is less than the one-hour of the cumulative time spent by the combined brain power assembled in the room.

What is my ROI?

The Value of Time Spent:

Typically, it takes a team of 4-5 to draft a Business Capability Model:

  • Product Manager
  • Business Architect
  • Enterprise Architect
  • Functional Experts – 2 or 3 to represent the broad spectrum of functional areas.

Now you can multiply the average hourly cost of the team and the hours spent, and you’ll get the story.

Opportunity Cost:

In addition to the time spent and the associated costs of drafting routine Capabilities, you also have an opportunity cost.

By quickly adding/deleting/modifying the base set of Marketing Business Capabilities, it will allow you the luxury of spending the balance of your quality time in conceptualizing and crafting the unique and specific Capabilities, which capture the core essence of your company and its practices, principles, and perspectives.

Of course, let’s not forget the “Day Job” each of the SMEs (subject matter experts) could be doing.

Acceleration:

Instead of spending countless hours stretched across weeks or months, you can have a baseline of Capabilities in a couple of sittings. That helps you expedite and accelerate the transformation.