Process for Evaluating Marketing Capabilities

In a recent post I discussed the four critical roles of a marketer (instigator, innovator, integrator and implementer) in the context of an article about how GE transformed marketing from a support function to a leading capability driving company growth.

In addition to changing the way it viewed marketing, GE invested time in evaluating its marketing teams and establishing benchmark criteria to guide success and development. Their system can be applied to the way the wine industry evaluates its marketing efforts.

The key capability areas were identified as follows:
* strategy and innovation
* branding and communications
* segmentation and targeting
* value creation and pricing
* sales force effectiveness (this can be internal and external)
* new world skills (think technology, CRM and social media)
* market knowledge
* commercial activation

In each capability area, GE outlines important skills which total 35 for all capabilities. For example, in market knowledge, key skills are the ability to identify trends, collect and manage data, analyze markets and recommend directions.

In breaking down the marketing function into capabilities and relevant supporting skills, wineries can identify strengths, challenges, and areas with competitive advantage. This practice can help focus the person(s) charged with the marketing role toward greater efficacy and efficiency -- leaving more time to build relationships and drive sales.