Marketing Business Capability Model

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Capability Management in a Box
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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