Marketing Business Capabilities Map

Marketing Business Capabilities Map


The Capstera Marketing business capabilities map is a logical and intuitive decomposition of marketing management functions into a set of granular business capabilities.



The Capstera Marketing business capabilities map is a logical and intuitive decomposition of marketing management functions into a set of granular business capabilities.In this omnichannel world, with rising customer expectations, where marketing and related services have become a strategic lever, it is essential to understand the critical capabilities that drive marketing excellence. The marketing capability business capabilities map is a structurally sound and internally coherent business capabilities model that is used for capability prioritization and enterprise transformation. 

What are the deliverables and format of the Marketing Business Capabilities Map?

The Marketing business capabilities map includes the following formats:

  • An Excel spreadsheet with the list capabilities. The spreadsheet also includes addition worksheets with templates to conduct a capability assessment as well as a framework to map core associations.
  • A PowerPoint format with the top three levels presented in a nested visualization.
  • A Word document with capabilities in a multilevel list format.
FREE BONUS Deliverables
Buy a Business Capabilities Map from and get the following FREE bonuses.
Business Architecture Uses Cases, Influence, and Impact - $10 Value
Business Architecture Leader - Role Description - $20 Value
Business Capability Profile Template - $10 Value
Business Architecture Framework Template - $10 Value
Business Capability Modeling Overview - $10 Value

What is the Value of the Marketing Business Capabilities Model?

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

The Prospect to Customer and beyond value streams have emerged as a mission critical function, particularly in customer-centric, omnichannel world. The Capstera Marketing capability map encapsulates the essence of Marketing services with a detailed, multi-level 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 abstraction of business functions.
  • A capability-based roadmap eliminates redundancy and replication and focuses on capability evolution
  • Juxtaposing capabilities and systems/applications provides a footprint analysis and can lead to better application portfolio rationalization decisions.

Example decomposition of a Sliver of Marketing Business Capabilities Map

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

The Marketing business capabilities map is a decomposition of up to level 2, 3 and four as necessary.

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


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  • Please realize that in some circumstances, a generic capability model may or may not be fully applicable.
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