Marketing Capability Benchmark

Modern marketing organizations leverage their capabilities to create new value for
customers and the firm. They create customer value in:
1. The Exchange area by matching offerings to individuals
2. The Experience area by increasing convenience and enjoyment, and
3. The Engagement area by enhancing brand meaning.
Modern marketing organizations create firm value in:
1. The Strategic area by identifying opportunities for new growth
2. The Operational area by implementing processes, methods and technologies to elevate
effectiveness of marketing, and
3. The Knowledge area by the creation, analysis, and utilization of data to generate unique
insights, guide decisions, and optimize resources.

This report summarizes and benchmarks your assessment of marketing capabilities at your company. For more information, refer to
the article “Is Your Marketing Organization Ready for What’s Next?” in the Nov-Dec 2020 issue of Harvard Business Review or contact
us at info@marcaps.com.

HOW ARE WE DOING?

FIT SCORE OVERALL SATISFACTION

47% 4.9
[10%] [74%]

Fit Score Overall Satisfaction

Fit measures the degree of alignment Satisfaction score shows % of industry
between the capabilities you need and with overall satisfaction lower than
the capabilities you have. Stronger yours.
alignment means higher fit. Fit score
shows % of industry with fit lower than
yours.

CUSTOMER FIRM
EXCHANGE STRATEGIC

VULNERABILITIES STRENGTHS VULNERABILITIES STRENGTHS

-100 0 100 -100 0 100
1 2 3 1 23

1: Customer Need Prediction [-78] 1: Asset Leveraging [26]

2: Customer Personalization [-54] 2: Platform Management [47]
3: Conversion Optimization [42] 3: Growth Strategy [47]

EXPERIENCE OPERATIONAL

VULNERABILITIES STRENGTHS VULNERABILITIES STRENGTHS

-100 0 100 -100 0 100
1 2 3 1 2 3

1: Offering Design [-64] 1: Collaboration [0]

2: Orchestrate Experiences [16] 2: Execution Technology [11]
3: Value Augmentation [58] FI R M PER FOR M A NC E 3: Talent Management [37]

ENGAGEMENT KNOWLEDGE

WHAT ARE YOUR

VULNERABILITIES
-100 0
STRENGTHS
100 ORGANIZATION'S STRE NGTHS VULNERABILITIES
-100 0
STRENGTHS
100
1 2 3
AND VULNE RABILITIE S? 1 23

1: Connections Optimization [24] 1: Customer Intelligence [-63]

2: Storytelling [50] Ratings on specific capabilities needed to deliver each area of 2: Data Management [31]
3: Community Engagement [78] customer and firm value 3: Marketing Analytics [35]

Strategic partner: Designed by:

WHAT SHOULD WE DO?

100%
TOP PRIORITY AREAS

en
To accelerate marketing driven

il t
iF
growth, you need to better
align your capabilities with your
1. Innovate and refine offering to lead or
needs. Capabilities needing serve evolving customer needs

E C N A T R O P M I Y T I L I B AP A C
investment/performance 2. Predict customer needs
improvement are under
3. Expand ability to personalize or
‘Reform’. Resources for those customize offerings to individual
under ‘Harvest’ could be needs
redirected. ‘Sustain’ capabilities
demand no immediate change.
The top areas for change are
listed on the right. The current
graph is an estimate based on
your answers. A more
representative view can be
generated by including other
members of your organization
in a full assessment.

0% C A PA B IL ITY PER F O R M A N C E 100%

CONTACT MARCAPS TO

01
Review
02
Assess
03
Assess
Your Marketing Your Marketing Marketing Team's
Mission Capability Competency

Leverage the MarCaps framework to Assess marketing capability Evaluate the marketing team’s
facilitate a comprehensive review of importance and performance on a competency on capabilities pursued
the role of marketing in creating comprehensive list of 72 areas. by the firm.
customer and firm value.

We help organizations measure and Contact us

manage their marketing capabilities
using industry-leading frameworks, www.marcaps.com
comprehensive assessments and info@marcaps.com
industry benchmarks. +1 404 4361754

Strategic partner: Designed by: