Why marketing leaders use MCap
Measuring the marketing skills and practice of your people and teams, enables you to refine and grow your marketing capability – thereby driving improvement in marketing effectiveness.
The ever changing demands of business and marketplace dictate that your marketing must continually evolve and its effectiveness improve. That means your marketing capability – and the skills and practice that underpin it – must evolve and improve too.
You can't manage what you haven't measured
But how do you manage an asset you haven't properly measured? How do you know if that asset is being put to best use and achieving optimum results? How do you really know what skills your marketing team – and those that support it – have, and how do you target the necessary improvements to sustain truly competitive practice?
Extract of MCap database, covering more than 400 marketing standards with comprehensive coverage of direct, data and digital marketing specialisms. (Click on image to expand)
New marketing tactics alone will not bring the gains you need – more so if you don't have people in the right places with the right skills to make them succeed. In the same way you carefully consider how to allocate your marketing budget, MCap helps you target the best investment in acquiring, retaining and growing your people's skills and practice.
Objective measurement of marketing skills and practice
The IDM MCap service uses an assessment engine (audit tool, if you like) that can locate, measure and help plug gaps in your marketing capability. It analyses skills and practice at an individual, function, team, department and organisation level. It compares capability across internal groupings. And, in the future, you'll be able to benchmark against the competition and profession in general.
MCap gives you the information to better manage two inter-related drivers of marketing effectiveness:
Targeted and prioritised skills development
Through an extensive suite of reports, MCap will give you the insight to prioritise your investment in people and skills – and to ensure that investment delivers optimal performance gains.
MCap helps you identify critical training needs. It enables you to focus on training the right people in the right skills, in the right areas of the business at the right time. You'll be able to coordinate training needs across teams and the whole marketing operation. It will help you work with the IDM and other skills providers to develop tailored training that meets your specific needs in the most time and cost efficient way. All of which will lead, more quickly and cost-effectively, to the performance gains you need.
MCap makes managing skills and practice easier
Organising an internal audit of skills and practice, and keeping capability development under review, is time-consuming and complex.
MCap makes the job easy. It gives you the information you need to understand and manage the marketing skills at your disposal – and to drive effective practice. MCap's underlying database is comprehensive and flexible. It offers unrivalled coverage of direct, data and digital marketing. And every assessment can be moulded to suit your business needs and adapted to the individuals and teams concerned.
Mapped against national professional standards
MCap is mapped against the Marketing and Sales Standards Setting Body's (MSSSB) National Occupational Standards (NOS) for Marketing.
This means your results are benchmarked against nationally recognised statements of competence for the marketing profession.
