Marketing Capabilities Model: List of marketing capabilities

A comprehensive, industry-agnostic capability map for the Marketing function, covering 300+ business capabilities organized across three hierarchical levels. Use it to evaluate functional maturity, plan capability investments, and align technology to business needs.

Why a capability model, not a prompt

Martech vocabulary churns faster than almost any other function — "marketing automation" became "ABM," became "RevOps," is now "AI-driven personalization" — and a generic AI prompt tends to hand back this quarter's category label instead of the durable capability underneath it. "Customer Segmentation" is a capability that's been true for decades; "AI-powered hyper-personalization" is the current technology wrapper around it. This map is built on the capability side, so it doesn't need a rewrite every time martech relabels itself.

What's Inside

• Capability Map — 300+ capabilities across Level 1 (strategic), Level 2 (tactical), and Level 3 (operational), in PowerPoint, Word, and Excel
• Capability Definitions — Clear descriptions at the most granular level for consistent interpretation
• Capability KPIs — Measurable indicators at Level 2 to assess maturity and performance

How Teams Use It

• Baseline current-state maturity and pinpoint capability gaps before a martech stack consolidation or replatforming
• Scope marketing technology RFPs against actual capabilities instead of a vendor's feature checklist
• Give marketing and IT leaders a shared vocabulary that outlasts the next martech rebrand
• Prioritize automation and personalization investment by capability gap, not by trend-chasing

Who It's For

Enterprise architects, business architects, marketing and martech leaders, transformation teams, and technology strategists evaluating or consolidating marketing platforms.