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.

 Alignment between

Business Capability Model for Marketing

What do I get?

A Business Capability Model for Marketing with ~140 capabilities Formats:

business and technology with a common language

 Mapping

to Applications/Services to understand the footprint and coverage

 Creating

a gap analysis between

 Spreadsheet

 Presentation Slide

 Word processing document

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

business 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

Level 1

architecture is being considered.

Marketing and Social Analytics

Level 2

Level 3

 When

processes are being considered for re-engineering.

Level 4

Marketing Strategy and

Advertising

Creative Strategy and

Advertising Insertion

Planning

Management

Positioning

Order Management

Marketing Execution

Corporate

Creative Development

Advertising Pricing and

Communication Marketing Resource Management

Media Buying Ad Inventory

Lead Generation

Management

AD Schedule Management

Marketing Compliance

there is an endeavor to create an enterprise business architecture and a part of that the Marketing function needs to be represented and included.

But, we have a Business Capability Model already?

Mobile Marketing

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?

Email Management

Management

Ad Campaign Management

Ad Distribution

Measurement, Insights,

Ad Tracking

Prospect Marketing Marketing and Social Analytics

 When

Customer Base

and Analytics

Marketing

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.

 Product Manager

 Depending on your industry, the type of marketing processes, and the scope of the

 Business

functional footprint, some of the Capabilities may not be relevant to you.

Architect

 If you are a consultant or a consulting company, there is a different pricing, license, and

terms.

 Enterprise Architect  Functional Experts

 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

– 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.