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Marketing Business Requirements


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Product Description

Marketing Business Requirements, a CIOPages accelerator, is a comprehensive, industry-agnostic, multi-purpose business requirements list for a marketing transformation. The Marketing Business Requirements list is customizable and extensible and can be a starting point for any enterprise marketing transformation.  A comprehensive set of pre-crafted backlog items helps marketing teams accelerate the marketing transformation business requirements gathering efforts and expedite time to value.

Marketing Transformation Business Requirements
Marketing Transformation Business Requirements

What is a Marketing Business Requirements Matrix?

  • Marketing Business Requirements is a spreadsheet with a detailed decomposition of functionality and feature needs for a typical enterprise marketing transformation program.
  • The Marketing Business Requirements list is broken down into various categories, and subcategories (where necessary) and following by the actual business requirements

What does it not include?

  • The business requirements for marketing deliverable does not contain Technical, Architecture and Infrastructure Requirements
  • The marketing requirements list also does not include the typical Vendor RFP questions such as Vendor profile, licensing information, etc. (CIOPages.com offers a Vendor RFP template as a separate deliverable.)

What are the Marketing Transformation Requirements?

Today, the Marketing function has become a strategic lever for many companies, particularly in light of the rising customer expectations, the ubiquity of mobility, and omnichannel.  Reinventing Marketing function and bringing it to the digital era has been the focus of many of the marketing transformation programs. Depending on the expansiveness and scope of the Marketing transformation, it may span a change in the operating model, re-engineering the underlying processes, restructuring of the marketing management services, and enhancing the marketing effectiveness.  More often than not, the marketing management transformation includes re-platforming the marketing software systems. The marking technology revolution has been one of the most significant developments of the last decade.

The traditional approach to documenting marketing business and functional requirements spans one or more of the following to generate a BRD (Business Requirements document):

  • Business analysts interview marketing SMEs (subject matter experts) to gather business needs and prepare a requirements matrix.
  • Reverse engineer key marketing requirements from existing marketing applications and systems.
  • Conduct demos and RFIs (Request for Information) with marketing software vendors to learn about the state-of-the-art in marketing software systems and then create a requirements list from the RFI/RFP answers.
  • Analyze the voice of customer (internal marketing, sales, and other stakeholders) and glean insights into changes required and draft them into business requirements for marketing transformation.

Traditionally, the business requirements gathering efforts for marketing transformation takes several weeks or months of effort by project managers, business analysts, systems analysts and marketing SMEs.

Instead of weeks and months of efforts, the CIOPages.com Marketing Transformation Business Requirements can help jumpstart the requirements endeavor and accelerate time to value.  The CIOPages.com Marketing BRD to allow marketing transformation project teams to customize the requirements to the needs of the enterprise.

As we mentioned, the marketing business requirements span all critical functional areas of Marketing. The broad scope of marketing business requirements list includes:

  • Marketing
  • Sales
  • Public Relations
  • Advertising
  • Social Media
  • Branding

What is the format of the Business Requirements for Marketing Transformation?

Each of the requirements listed as “The system shall…” form.  The format is standard Waterfall methodology.

However, if you need to translate them into Agile Stories in the well-known form: “As a ___________ , I want ___________, so that _____________ ”, it is easy to do reframe the requirements. Please do let us know if you need any help in rewriting the traditional marketing business requirements into an agile story format. (Please note that the agile stories are NOT included in the current deliverable, but we can offer professional services help.)


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

Need Consulting or Advisory Services?

Need Customization Help? Contact Us

Are these really “Business Requirements”?

Indeed Marketing Business Requirements are REAL business requirements. Experienced consultants conceptualized and created the marketing requirements. The business requirements for marketing encompass all critical areas of marketing and related functions.

How should we use Marketing Business Requirements?

More often than not, in every significant (and sometimes medium-sized) enterprise, a cross-functional team of business/technology/architecture teams spend countless hours in conference rooms trying to whiteboard and write business requirements from scratch. The more time they devote to the base and standard needs, the more likely they will miss out on something unique and relevant to the firm. Instead, using CIOPages Marketing systems transformation business requirements, you can focus on what’s different and unique about your situation. That is, you can spend 90% of your time on 10% of the requirements that matter. And only 10% of your time on the 90% of elements that are table stakes.

But, our Company is Unique – will the marketing requirements matrix fit us?

Of course, you are unique but not as unique as a unicorn!
We understand and acknowledge each company 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 of most firms. The differences may be in the relative emphasis on a few fundamental processes, and the absence or presence of specific requirements and workflows based on your unique needs.

Last but not the least, we don’t expect our Marketing Systems Transformation – Business Requirements deliverable (or any other matrix/template, in fact) to fit you 100%. We hope you to take this set of the needs as a straw model or a base set of requirements, and use it as a springboard to achieve the level customization and specificity in business requirements you desire.

If you need professional services to help tailor the requirements to your needs and capture your firm’s unique essence, we can help. Contact Us for Advisory Service details.

But, we have a Marketing Business Requirements Matrix already?

Well, in that case, either you can go with it, or if you need to validate and cross-reference, you will still find our business requirements matrix valuable. After all, the price is less than the one-hour of time spent on the combined brainpower assembled in the room.

What is my ROI?

The Value of Time Spent:

Typically, it takes a team of 5-7 associates to draft the set of business requirements.

  • A Product Manager
  • Business Analysts
  • Marketing Functional Experts – 2 or 3 to represent the broad spectrum of areas.

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

Opportunity Cost:

In addition to the time spent and the associated costs of drafting routine requirements, you also have to consider the opportunity cost.
By quickly adding/deleting/modifying the base set of requirements, it will allow you the luxury of spending the balance of your quality time in conceptualizing and crafting the unique and specific Business Requirements, which capture the essence of your company and its Marketing practices, principles, and perspectives.
Of course, let’s not forget the “Day Job” each of the SMEs (subject matter experts) could be doing.


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

Marketing Business Requirements


Licensing Options
Product FAQs

Licensing Options:

We keep the licensing options – clean and straightforward.

Individual License: Where we offer an individual license, you can use the deliverable for personal use. You pay only once for using the deliverable forever. You are entitled any new updates within 12 months.

Enterprise License: If you are representing a company, irrespective of size, and intend to use the deliverables as a part of your enterprise transformation, the enterprise license is applicable in your situation. You pay only once for using the deliverable forever. You are entitled any new updates within 12 months.

Consultancy License: A consulting or professional services or IT services company that intends to use the deliverables for their client work need to pay the consultancy license fee. You pay only once for using the deliverable forever. You are entitled any new updates within 12 months.

Product FAQs:

Can I see a Sample Deliverable?

We are sorry, but we cannot send or show sample deliverables. There are two reasons: A) The deliverables are our intellectual property, and we cannot share the same. B) While you may be a genuine buyer, our experience in the past has not been great with too many browsers and not many buyers. We believe the depth of the information in the product description and the snippets we provide are sufficient to understand the scope and quality of our products.

When can I access my deliverables?

We process each transaction manually and hence, processing a deliverable may take anywhere from a few minutes to up to a day. The reason is to ensure appropriate licensing and also validating the deliverables.

Where can I access my deliverables?

Your best bet is to log in to the portal and download the products from the included links. The links do not expire.

Are there any restrictions on Downloads?

Yes. You can only download the products three times. We believe that is sufficient for any genuine usage situation. Of course, once you download, you can save electronic copies to your computer or a cloud drive.

Can I share or sell the deliverables with anyone?

You can share the deliverables within a company for proper use. You cannot share the deliverables outside your company. Selling or giving away free is prohibited, as well.

Can we talk to you on the phone?

Not generally. Compared to our professional services fee, the price of our products is a fraction of what we charge for custom work. Hence, our business model does not support pre-sales support.

Do you offer orientation or support to understand and use your deliverables?

Yes, for a separate fee. You can hire our consultants for remote help and in some cases for onsite assistance. Please Contact Us.