Marketing Business Capability Model

Business Capability Model for Marketing
Product Description
Business Capability Model for Marketing: A Comprehensive, industry-agnostic, multi-purpose Marketing Management
functional area business capability model. Our Marketing Management functional business capability model spans all key
areas of marketing and is a hierarchical decomposition of “What” marketing function does.
What are Business Capabilities?
Business capabilities are defined as
the foundational building blocks or
Rosetta Stone for business and
technology alignment. Business
Capabilities describe “What” a
business does.
How should I use a Marketing
Capability Model?
Understanding the core essence of
an enterprise and what it does.
Business Capability Model for Marketing
What do I get?
A Business Capability Model for Marketing with ~140 capabilities
Formats:
Alignment between business and
technology with a common
language
Mapping to Applications/Services
to understand the footprint and
coverage
Creating a gap analysis between

Spreadsheet
Word processing document
Presentation Slide
Capability Management in a Box
DETAILS
Looking for more? Try our Capability Management in a Box…or
rather in a Spreadsheet
Why do we need a Business Capability Model for
Marketing?
The value of business capabilities is multi-dimensional as they help bridge the
gap between business and IT, help understand the essence of what a business
does, and align development efforts to strategic priorities, which helps evolve
and enhance capabilities.
Ideally, your firm should have a structured and well-defined enterprise business
capability model, and as an integral part a set of Marketing capabilities. And
furthermore, for the capability model to the actionable, it should be
decomposed to a slightly granular level of capabilities (Level 3 or 4) for it to be
actionable and to leverage in IT enablement projects.
One of the core functions of an enterprise is Marketing. In today’s highly
competitive marketing realm, inbound and outbound marketing, building brand
equity and harnessing social media are of paramount importance. To help with
these objectives, a well-decomposed Marketing Management functional
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 their maturity
between two firms
But, our Company is unique – will it
fit us?
Of course, each company is slightly
different in terms of some capabilities
as well as how they are executed.
However, while there may be
divergence at the edges, there is a lot
of convergence at the core between
most firms. The differences may be
in part due to differences in industry,
geography, types of products and
services, and business model.
Furthermore, the relative emphasis of
the key value streams and absence
or presence of specific capabilities

usiness capability model provides visibility and structure for planning.
CIOPages Business Capability Model for Marketing intends to capture the
detailed view and a nuanced perspective of what marketing does. It includes
the nuts and bolts functional capabilities, as well as emerging and value-add
functions/capabilities.
The Business Capability Model for Marketing will help provide a jumpstart to
envision a future state, conduct gap analysis, identify capabilities which are
needed/improved, and help focus efforts on capabilities that matter!
What’s a Marketing Management Business Capability
Model?
The Marketing Management Business capability model is decomposed to a
minimum of two levels across the spectrum of Marketing Capabilities and
many a time to levels 3 and 4 as well, depending on the granularity and
modularity required.
The capability model is structurally sound, internally coherent and maintains
principles of MECE (mutually exclusive and collectively exhaustive), to the most
part.
Marketing Management Business Capability Model – Level 1
Marketing Strategy and
Planning
Marketing Execution
Marketing Resource
Management
and competencies based on your
unique needs may need to be
reflected.
Last but not the least, we don’t expect
our Business Capability Model for
Marketing (or any other model in
fact) to fit you 100%. We expect you
to take this as a straw model or a
base and a springboard to achieve
the level customization and specificity
you desire.
If you need professional services help
to tailor the model to your needs and
capture your firm’s unique essence,
we can help.
Contact Us for Advisory Service details.
When should we buy a Capability
Model?
Anytime is a good time! However,
there are always triggers which may
necessitate a Capability Model.
When there is a strategic review of
the function for transformation
When Systems replacement or re-

Marketing Compliance
Management
Marketing and Social
Analytics
architecture is being considered.
When processes are being
considered for re-engineering.
Level 1
Marketing Strategy and
Planning
Marketing Execution
Level 2
Advertising
Management
Corporate
Level 3
Creative Strategy and
Positioning
Creative Development
Level 4
Advertising Insertion
Order Management
Advertising Pricing and
When there is an endeavor to
create an enterprise business
architecture and a part of that the
Marketing function needs to be
represented and included.
Marketing Resource
Management
Communication
Lead Generation
Ad Inventory
Management
Media Buying
AD Schedule
But, we have a Business Capability
Model already?
Marketing Compliance
Management
Marketing and Social
Analytics
Email Management
Prospect Marketing
Customer Base
Marketing
Mobile Marketing
Ad Campaign
Management
Measurement, Insights,
and Analytics
Management
Ad Distribution
Ad Tracking
Well, in that case, either you can go
with it or if you require validation and
cross-reference, you will still find our
model valuable. After all, the price is
less than the one-hour of the
collective time spent by the combined
brain power assembled in the room.
Digital Marketing
What is my ROI?
The Value of Time Spent:
Caveats:
Typically, it takes a team of 4-5 to
draft a Business Capability Model:
As the Capability Model is a digital product, there are absolutely NO Returns.
Depending on your industry, the type of marketing processes, and the scope of the
functional footprint, some of the Capabilities may not be relevant to you.
Product Manager
Business Architect

If you are a consultant or a consulting company, there is a different pricing, license, and
terms.
Sold on an as-is basis and no warranties
This sale does not include customization help or support. If you need professional
services assistance, please contact us.
Please review our standard terms of service.
Need Customization Help?
CONTACT US
Enterprise Architect
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
Capabilities, you also have an
opportunity cost.
By quickly adding/deleting/modifying
the base set of Marketing Business
Capabilities, it will allow you the luxury
of spending the balance of your
quality time in conceptualizing and
crafting the unique and specific
Capabilities, which capture the core
essence of your company and its
practices, principles, and
perspectives.
Of course, let’s not forget the “Day
Job” each of the SMEs (subject
matter experts) could be doing.

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