The Future for Marketing Capability

• Is your marketing function 'fit for purpose'?
• How does your capability compare with peers?
• Is your marketing function aligned with business strategy?

The frustrations of marketers and their leaders being misunderstood, underutilised and misrepresented are a hallmark of the past. The opportunity is ripe for 'customer' functions to realign themselves with the businesses they ultimately serve, and to capitalise on the chance to create an embedded, value oriented purpose to, once and for all, put the 'investment or cost' question to bed.

Based on extensive research in 2010 by The Chartered Institute of Marketing and Accenture, this study explores how marketing capability - the collective intellectual assets of the function - needs to evolve over the next decade and establish a link between capability and performance.

The findings from this work are available in white paper and synopses, as well as a full findings report and a new benchmarking tool designed to provide you with a snapshot of how your marketing capability compares with the industry.

Please see related links on the right of this page:

• To download our white paper (interim findings, 2009)
• To download a synopsis of our main findings report (2011)
• To purchase a copy of the report
• To visit our global benchmarking platform