Assessing and improving the marketing capabilities of your people and business

A new service that assesses the marketing skills and practices of your people, enabling you to improve your marketing capability – and maximise your return on marketing investment.

At a time when you are probably being asked to achieve better marketing results with fewer resources, it's imperative you have the right people with the right blend of up-to-date knowledge and skills, consistently applying best practice.

Half the problem is knowing what skills you need; the other half is knowing what skills you actually have in the business – which are most critical, where are the strengths and gaps, and then how to rectify the shortfalls.

Improving effectiveness. Optimising results

Click on the image to explore the IDM MCap
marketing capabilities assessment and improvement model

MCap answers these questions. It enables you to select the right solutions to fill the gaps, leverage the strengths, and ensure new marketing capabilities are applied to best effect. With fully capable people, you can optimise marketing effectiveness and drive the required gains in marketing value.

The eight core marketing capabilities cover more than 400 measurable standards, underpinned by 3,000 enablers of effective practice.

MCap provides comprehensive coverage of the direct, data and digital marketing standards that drive modern, accountable marketing uniquely set within the context of the wider marketing and communications mix.

Insight-driven performance improvement

As a marketing professional, your challenge is to ensure your organisation's marketing investment is in the hands of capable people whose actions are anchored in best practice. MCap will:

Draw a detailed map of your organisation's current marketing capability
Identify and prioritise important skills gaps and locate key strengths
Measure individual and organisational competence and practice
Give you accurate insight to target training and development solutions at the right skills for the right people
Help you build improved marketing capability and drive better performance

Practical applications of MCap

MCap provides an informed basis for developing skills and practice. It can assist you with:

Recruiting the rightly skilled people
Ongoing performance appraisal
Devising and updating Personal Development Plans (PDPs)
Setting up project teams
Delegating tasks and assignments
Cascading and sharing expertise
Cross-functional teamwork and cooperation
Motivating staff self-development
Wider training and development strategy

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Competitive marketing capability is the compound result of developing and managing the skills and practice of your people in the most effective way.

Do you know the full range and depth of marketing skills across the whole business?
Do you have an objective understanding of your competitive marketing capability?
Do you know how to maximise marketing RoI through the performance of your people?
Do you know where the critical skills gaps are – now and with respect to future marketing strategy?

If you've answered "NO" to any of the above, call Paul McCarthy, MCap Programme Director on 020 8614 0239 or email paulmac@theidm.com to arrange a confidential briefing on how MCap could improve your marketing results.