Recommended read for all marketing managment. The article defines and explains the how-to.
Excerpt: Leading marketers have learned to distinguish three separate classes of capabilities. Right-to-play capabilities are the basic functional capabilities, such as campaign management, media buying, and budgeting, that any marketing organization should have. Right-to-compete capabilities are those marketing capabilities that any company must have to compete effectively within its industry. These would include, for example, a customer relationship management platform in the financial-services sector, format optimization in retailing, and brand management in consumer packaged goods. The third category includes the overarching capabilities that leading companies cultivate at the right-to-win level. These capabilities, which are generally cross-functional and complex, reinforce one another as part of a single capabilities system. They link directly to the company’s fundamental strategy (its “way to play” in the market), and are relevant to most or all of its products and services. It is this coherent alignment between all the critical capabilities, the market, and the portfolio that differentiates a company from competitors.
Read full article via How to Be a More Coherent Marketer. From Strategy + Business via Booz & Co.