LXA's New Marketing Capabilities Excellence Report

This week, we released our latest best practice report, which provides a detailed guide for marketing capabilities leaders, and organizations working on marketing transformation.  

The Marketing Capabilities Excellence report is a guide to developing and delivering a marketing capability program and academy. 

It's based on detailed research, including in-depth interviews with marketing capabilities professionals from brands and agencies. These include GSK, Vodafone, Nazaré, Reckitt, and more. 

The world is increasingly digital, and marketing strategies and capabilities must evolve to keep pace with changes in tech and customer behavior. The guide explores the essential skills, knowledge, processes, and technologies that are shaping modern marketing,  without losing sight of the timeless skills that marketing teams need.

It’s not just about understanding digital tech tools, but about encouraging a mindset to embrace continuous learning, adaptability, and customer-centricity.

capabilites wheel

We look at the importance of developing marketing capabilities, including some of the in-demand competencies and capabilities organizations are looking to develop, in areas such as AI marketing, martech and marketing ops, and data capabilities. 

The guide then explores the planning of the marketing capabilities program, from marketing maturity assessments, the identification of gaps in competencies and capabilities, to the design of the capability program.

This should be a structured approach, tied in with the overall business vision, and with collaboration between marketing capabilities leaders and the CMO. 

Finally, the guide looks at the marketing academy - the vehicle for delivering improved marketing capabilities. CMOs and senior leadership play a crucial role in championing the academy, providing strategic direction, and securing the necessary resources.

The academy must then deliver training that directly improves marketing performance, as well as stimulating continuous learning. It should mix internal and external sources, and combine formal and informal learning methods to cater for a range of learning levels. 

As the report demonstrates, the difference between a successful marketing capability program and standard training is thinking holistically, strategically and coordinating the program with all parts of marketing.

The report, 'Marketing Capabilities Excellence: Developing and Delivering your Marketing Capability Program and Academy', can be downloaded here.