Marketing will not be transformed by strength in one particular capability alone, even if it is built across the organization. All six capabilities are essential.
Click on a capability to see how to scale it successfully
McKinsey & Company
Customer data and marketing technology
Customer data and marketing technology
Measurement
Multichannel excellence
Customer- centricity
Agile operating
model
Full-funnel
marketing
Essential functions like data analysis, decisioning, design, distribution, and measurement are automated with a tech stack that is constantly evolving to advance business objectives.
Customer-centricity
A deep, data-driven understanding of customer needs and behaviors on a micro-segment level dictates every marketing campaign and marketing decision.
Full-funnel marketing
Campaigns that target brand awareness, consideration, and purchase aren’t separate and distinct, but collaborative and complementary.
Agile operating model
Learnings that come from fast-moving, cross-functional teams inform decision making across the marketing organization, with optimizations scaled into business-as-usual practices.
Multichannel excellence
Granular knowledge about the expanding universe of platforms, apps, and channels is a critical part of the planning process, informing messages, audiences, and product choices right from the start.
Measurement
Testing and measurement takes place within and across every campaign and channel. In this way, immediate actions can be optimized, as well as long-term impacts such as awareness building, deepening engagement, or strengthening customer lifetime value.
