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Marketing Capabilities List

marketing capabilities list

Capstera.com offers a marketing capabilities list for strategic, operational, technological, and architectural considerations.  The marketing capabilities list or the marketing capabilities map is a mutually exclusive, and collectively exhaustive set of marketing capabilities grouped into logical clusters. 

The marketing business capabilities list, or for that matter any other business capability maps, are essentially an abstraction of the underlying functions decomposed into a granular list spanning multiple levels. 

Marketing Capabilities List:

The following is a small example of marketing capabilities list. 

  • Marketing Management
    • Marketing Strategy and Planning
      • <Capability>
      • <Capability>
      • Marketing Strategy Definition
        • <Capability>
        • <Capability>
        • Marketing Strategy Prioritization

Of course, what we have shown is a small sliver of the overall set of capabilities.  

Why do we need a marketing business capability map?

  • A marketing capabilities list helps in defining the marketing function in stable elements
  • Capabilities align business and technology teams around a common nomenclature
  • Associating appropriate technologies to clusters of capabilities helps in analyzing the footprint of applications
  • Roadmaps that are anchored to capabilities provides a structured approach to future state planning 
  • A marketing capability model is a critical deliverable for an enterprise marketing transformation

The marketing business capabilities list, or for that matter any other business capability maps, are essentially an abstraction of the underlying functions decomposed into a granular list spanning multiple levels. 

How do we build a marketing capabilities list?

While building a capabilities model is outside the scope of this blog post, you can find other insights on Capstera addressing the matter.  One critical thing to remember is in a broader value chain map or a typical enterprise capability map; the marketing capability occupies one slot. At this level, it is a strategic artifact acknowledging high-level blocks. For implementation and technology enablement, we need to lower levels of detail, context, and color.  Suffice it to say, in summary, here are a few steps you will need to take to craft a marketing business capabilities model:

  • Start with an expansive look at the marketing function – from vision to implementation to feedback loop. 
  • Capture the key lifecycle events representing a marketing value chain.
  • Categorize big blocks of activities/functions into similar level of granularity
  • Decompose the big blocks of marketing functionality into further lower level of detail
  • Go to level 3 or 4 (or beyond) to capture the foundational build blocks of marketing (like Lego blocks)

Of course, instead of building a list from scratch, you could consider buying a marketing capabilities map

And if you need capability modeling solution that allows you to not only create capability maps, but also quickly manage, and elegantly harness them for business/IT optimization, look no further than Capstera. 

 

 

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