Essential marketing capabilities

It's essential to have access to this broad mix of marketing capabilities, to build successful marketing teams.

Leadership and management

Effective organisations typically require a balance of both leadership and management to succeed, with leaders providing vision and inspiration, and managers ensuring that the vision is translated into action and results.

Organisational development
Project planning
Resource management
People, performance and capability

Digital agility

For marketers to be agile, they must be aware of emerging trends in digital channels, technology, automation and AI. Continuous learning and adaptation ensures that marketers are well-equipped to optimise campaigns, engage with evolving technologies, and make data-driven decision.

Artificial Intelligence
Emerging trends
Channels
Business modelling
Technology (E-Commerce, UX, analytics)

Customer Experience

Delivering a first-class customer experience and achieving customer advocacy requires a focus on data-driven personalised experiences.

Customer journey (CRM)
Omnichannel experience
Expectations
Segmentation and personas
Organisational alignment

Proposition development

These are the required skills to effectively plan, forecast, develop and position a product throughout the product life-cycle.

Value Proposition
Market profile
Strategic fit
Creative positioning
Innovation

Commercial

A marketer's ability to make financial decisions, understand relevant governance and risk, consider external and stakeholder influence on the organisation's marketing as well as it's competitive stance.

Financial awareness (forecast/budgeting)
External influences
Stakeholder management
Competitive stance
Governance and risk

Data and insights

The skills required to gather, interpret and use data effectively, within the framework in which data is governed in your organisation.

Research (input and output)
Metrics and trends (social listening)
Data governance
Data transition

Brand and reputation

The skills required to manage brand positioning with clear guidelines that protect brand reputation, tracking and measuring its performance and equity, to inform future strategy.

Identity
Equity
Brand management
Brand reputation (Crisis Management)

Marketing communications

The skills required to develop and integrate marketing communications strategy within business strategy, using both physical and digital communications tools in a consistent way.

Integration
Multi-channel
Content
Communications strategy