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Marketing Capabilities Model: List of marketing capabilities

U.S. $699U.S. $1,999

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Product Description

The CIOPages Marketing Capabilities Model is a detailed decomposition of marketing functions into granular and elemental business capabilities. The marketing capability matrix includes about 300 capabilities across three levels.

(Note: As the Marketing capabilities model is a digital deliverable, we do not accept returns or issue refunds. So, please read the product description and the terms carefully.)

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Capabilities are a Foundation for Marketing Transformation: 

Marketing has witnessed tremendous growth and change in the last decade or so. From new layers and innovations across the marketing tech stack, marketing is seeing a renaissance in the digital era. However, most companies have not kept pace or implemented piecemeal transformation efforts that fell short of expectations. Marketing transformation involves implementing new strategies, processes, and technologies to improve the effectiveness and efficiency of marketing efforts. The factors driving marketing transformation are numerous and complex. One key factor is the changing nature of consumer behavior, as consumers increasingly rely on digital channels to research and purchase products and services.

Another factor is the emergence of new technologies such as artificial intelligence, machine learning, and big data analytics, enabling marketers to understand their customers better and personalize their marketing efforts. Additionally, the proliferation of social media platforms and the increasing importance of social media influencers are changing how companies approach marketing.

Moreover, the need for marketing to be more accountable and demonstrate a clear return on investment is also driving marketing transformation. Marketers are being called upon to measure the impact of their efforts and tie them to business outcomes.

Finally, the ongoing COVID-19 pandemic has accelerated the need for marketing transformation as companies have had to pivot quickly to adapt to rapidly changing market conditions and customer needs. Overall, these factors and others drive marketing transformation, making it a critical focus area for companies looking to stay competitive and grow in today’s rapidly evolving business environment.

Marketing business capabilities can serve as an anchor and foundation for driving marketing transformation in companies. Business capabilities refer to the skills, processes, and technologies a company uses to achieve its objectives. By leveraging their marketing capabilities, companies can identify improvement areas and develop new strategies to meet evolving customer needs. This can involve investing in new technologies and tools to understand customer behavior better, creating more effective messaging and content, or improving customer experience. By focusing on their marketing business capabilities, companies can develop a more comprehensive approach to marketing transformation, driving innovation and growth while remaining competitive in today’s fast-changing business landscape.

Marketing Capabilities Model Deliverables

The Marketing business capabilities map includes the following artifacts. (The map comprises about 300 marketing capabilities.)

  • An Excel spreadsheet with a grouped list of capabilities.
  • A PowerPoint presentation with the top two levels presented in a nested visualization.
  • A Word document with capabilities in a multilevel list format.
  • Marketing Capability Definitions (at Level 3)
  • Marketing Capability KPIs (at Level 2)
  • Plus, bonus files.

Value of the Marketing Capabilities Model

A business capabilities model is a fundamental and foundational entity in the business architecture continuum.

The Marketing capability Model encapsulates the essence of Marketing services with a detailed, multilevel capabilities list.

There are several benefits from business capabilities, including, among others:

  • Foster alignment between business and IT using capabilities as an everyday language.
  • Capabilities are structurally sound and internally coherent abstractions of business functions.
  • A capability-based roadmap eliminates redundancy and replication and focuses on capability evolution.
  • Juxtaposing capabilities and systems/applications provide a footprint analysis and can lead to better application portfolio rationalization decisions.

Created by business architects and Marketing domain experts, the Marketing management capabilities map is detailed, in-depth, and conforms to the construct of MECE (mutually exclusive and collectively exhaustive).

Fine Print:

We sell digital products, so there are no returns, refunds, or replacements. Therefore, please read the product description carefully before making a purchasing decision.

A generic set of deliverables and templates may or may not fit your needs, or the content relevance will vary substantially.

Sold on an as-is basis and without any implied or explicit warranties

Consultants and firms wanting to use it for their clients have a different pricing models.

The sale is for digital products only and does not include customization or implementation help.

Please review our standard terms of service.

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What are Business Capabilities?

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

How should I use the Marketing Capabilities Model?

  • Understand the essence of what marketing does at an elemental level of detail.
  • Foster alignment between business and technology with a universal language.
  • Mapping to Applications/Services to understand the footprint and coverage
  • Creating a gap analysis between the 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 maturity between two firms

But our Company is unique – will a generic list of marketing capabilities fit us?

Of course, every business is slightly different regarding which marketing capabilities it harnesses and how they operate within a specific situation. However, while there may be divergence at the edges, there is a lot of convergence at the core. The differences may be partly due to differences in industry, geography, types of products and services, and business model. Furthermore, the relative emphasis of the critical value streams and the absence or presence of specific capabilities and competencies based on your unique needs may need to be reflected.

Last, we don’t expect our Marketing Capabilities Model for Marketing (or any other model) to fit you 100%. We hope you take this as a straw model, base, and springboard to achieve the desired customization and specificity level.

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

Contact Us for Advisory Service details.

When should we buy a Marketing Capability Model?

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

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

What is my ROI?

The Value of Time Spent:

Typically, it takes a team of 4-5 to draft a Marketing Capabilities Model:

  • Product Manager
  • Business Architect
  • Enterprise Architect
  • Marketing 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 Marketing Capabilities, you also have an opportunity cost.

An ability to quickly add/delete/modify the base set of Marketing Business Capabilities will allow you the luxury of spending the balance of your quality time in conceptualizing and crafting unique and specific Capabilities. In addition, the new/refined capabilities should capture the essence of your Company and its practices, principles, and perspectives.

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


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

Marketing Capabilities Model: List of marketing capabilities

U.S. $699U.S. $1,999

Licensing Options
Product FAQs

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