Marketing Capability
Our marketing capability consultancy services not only strengthen the team but empower individuals… enabling clarity for marketing leaders to identify the structure, skills and knowledge that the marketing function needs to ladder up to the vision, whilst providing transparency to their teams on process, ways of working, their roles and competencies across all levels. Motivating them on the role they play now and potentially in the future, empowering them take the reins of their marketing careers and development.
As your trusted partner, we’ll guide you every step – from frameworks to assessment, understanding your needs and what great looks like, to training development programmes from accredited trainers to close any knowledge gaps for your team. We’ve got you.
IT all starts with clarity
Our definition of marketing capability is your team’s /function’s collective ability to deliver on the desired role of marketing. This ability includes ensuring the marketing team or function have skills and knowledge but also looks to ensure they have clarity on process, structure and ways of working that enables the effective and efficient delivery of their work.
Why?
So that as a team we can deliver on the true potential of marketing, with the motivation, mindset and culture to deliver the long-term commercial growth of the business.
CAPABILITY TOOLS TO EMPOWER YOUR TEAM
We are passionate about marketers feeling empowered to take the reins of their marketing careers and development. Clearly articulated capability frameworks, with clarity on expectations for key competencies across levels, especially during times of changes in the role or journey of transformation, allows marketers to map their areas of strength but also development areas and pathways for current and future roles.
We also want marketers to be empowered to deliver in the day to day. With many marketers having to do more (greater commercial accountability) and need to grow in competitive marketers with less (resource financial and people), we need teams to have processes that are effective and efficient and aid support and refine their thinking.
We believe that marketers have the power to be change-makers
Marketing capability frameworks are tools for clarity and motivation, both today and in the future. When individuals can clearly understand what is required, what they’re are required to do, how and why it matters, their engagement and performance grow.
They also increase retention when people can see a future in their current organisation. Whether it’s new skills, career development, or promotion opportunities, capability frameworks reduce ambiguity to see what’s next and how to get there. Your teams are better able to envision how they can grow – and stay – with you.
Another benefit is that our frameworks bring objectivity and transparency to skill development, appraisals and performance assessment. We help articulate the specific skills required, what great looks like in those areas, and why these expectations matter. This reduces ambiguity and creates fairer, more consistent career development opportunities e.g. Line managers will be able to assess individual’s performance subjectively because it’s less about how someone perceives how a competency is being delivered and more around whether they’re meeting those expectations clearly identified in the framework. Promoting feelings of fairness about how they’re being assessed vs their peers.
You’ll also save valuable time by not duplicating work and approaches across teams, everyone is working from the same framework and processes with consistent terminology and ways of working.
Ultimately, you’ll create a greater sense of belonging and community, where teams feel supported, motivated, and fairly evaluated. By embedding clarity and consistency, you can create an environment where everyone knows what’s expected, how to achieve it, and feel valued by how their efforts contribute to the bigger picture.
That’s how lasting change – and lasting engagement – happens. Ready to get started? Contact us to arrange a call.
HOW WE HELP
Through consultancy and assessment, we provide clarity on the key competences required to deliver on the role of marketing within your organisation.
Plus, practical solutions to plug any skills and knowledge gaps:
CAPABILITY FRAMEWORK DEVELOPMENT
Understanding
Understanding the current and future aspirations for role of marketing within your organisation. Including latest thinking and approaches in profession or evolution of skills relevant to your business
Defining
Defining competencies and tiering levels that reflect current and future team structure
Building
Building frameworks (new or evolve existing) that are more than a list of the skills required for each competency, but provide the clarity on what, how and why they need to demonstrate for each of these competencies at each level
CAPABILITY ASSESSMENT AND DEVELOPMENT PROGRAMMES
Review
Reviewing your team’s current ability, defining your capability development areas for the team and individuals
Advise
Advising on development programmes and workstreams
Create
Creating development programmes for both individuals and for the team as a whole to close these development areas. Training programmes and workshops may form part of the recommendations to build capability, you may also require creation of new ways of working, thinking or processes
CAPABILITY WAYS OF WORKING AND PROCESSES
performance
Helping you to develop high performing teams by reviewing roles, structure, ways of working and processes
PROCESS
Defining accountabilities in roles, RACI in processes and baton exchanges
examples
Providing best-in-class examples to empower marketers to be successful and fulfilled
“I had the privilege to work with (The Whole Marketer) building a marketing capability framework and their input was crucial for the success of the project. Abby demonstrated great communication skills and a strong work ethic. She brought her marketing expertise and helped the project team to work effectively. She was fully committed to the best outcome and followed through on the decisions made. It was a real pleasure to work with them and I wouldn’t hesitate to work with them again in the future.”
“I approached Abby as I was looking to raise my team’s competence across core functional marketing skills. With Abby’s depth and breadth of marketing and organisational knowledge, together we developed a bespoke competence framework from which my team were able to self-assess. From this, Abby developed a training programme which she has delivered in a way that has really engaged my team. It’s been a delight to work with Abby and her approachable style combined with her passion for marketing has really inspired my team and I would highly recommend her.”
