Marketing Capability
Develop key marketing skills and an innovation mindset at scale.
We unlock sustainable growth through marketing and commercial excellence.
Our capability programs create confident, unified Marketing teams for global brands, to accelerate growth and deliver competitive advantage.
We identify the capabilities that your business, teams, and individual marketers need for growth.
We deliver strategy, skills development and change management for the superpowers that make your business fit for the future.
We unlock sustainable growth through marketing and commercial excellence.
Our capability programs create confident, unified Marketing teams for global brands, to accelerate growth and deliver competitive advantage.
We identify the capabilities that your business, teams, and individual marketers need for growth.
We deliver strategy, skills development and change management for the superpowers that make your business fit for the future.
Establish purpose
Establish a unified purpose where individuals, teams and your business can thrive.
Define Solutions
Design and implement new capabilities supported by processes and tech.
Deliver Learning & Development
Upskill teams and develop marketing academy curriculums to scale the capabilities you need for growth.
Drive Adoption
Empower teams to activate capabilities, creating proof points and tangible stories of success.
OUR APPROACH
Establish purpose
Establish a unified purpose where individuals, teams and your business can thrive.
Define Solutions
Design and implement new capabilities supported by processes and tech.
Deliver Learning & Development
Upskill teams to unlock their potential and scale the capabilities you need for growth.
Drive Adoption
Empower teams to activate capabilities, creating proof points and tangible stories of success.
MAGNUS CAPABILITY PROGRAMMES CREATE VALUE FOR ALL
A successful marketing capability programme is about the value it brings to the business, teams, and individual careers:
- Defining the commercial role of marketing, aligned with business goals.
- Benchmarking current capabilities globally, by region and country.
- Upskilling teams to deliver against the strategies that matter.
- Unlocking confidence with AI tools and technology platforms.
- Improving the effectiveness of marketing and collaboration with sales to accelerate business growth.
- Improving the end-to-end customer experience.
- Innovating and continually improving at scale.
We help you identify the specific capabilities that your business needs to increase ROI and we design the experience that will engage marketers and embed these capabilities.
We build the muscles your business, teams and individual marketers need to compete in a complex and fast changing landscape.
Get in touch with our Marketing Capability lead, Richard Ablett, for a free consultation.
WHY WE’RE DIFFERENT
Crucially, we work with you on your terms to meet your immediate need. Our programmes can be as tactical as a training module and as strategic as a global capability programme, and everything in between.
- We can upskill your team on priority capability gaps. We provide training resources which can stand alone or integrate with your existing Academy or L&D programme.
- We can tackle an operational, strategic or technology challenge and create proof points. Our pilot and scale method provides a model for innovation and continual improvement.
- We can diagnose your organisational challenges and deliver a global capability programme which accelerates skills, innovation, and commercial growth.
We take a people-led approach: learning about your teams, challenges, and culture from every interaction to drive practical change that’s tailored to your business.
We deliver Capability Accelerators
We focus on the specific muscles that your business needs to improve performance – with no waste.
An accelerator is an upskilling module which radically shifts knowledge, process and confidence and enables marketers to activate new capabilities immediately.
Our accelerators are tailored to your unique goals, challenges, and culture.
They consist of:
Theory – The rationale and process to activate a new capability immediately.
Practice – An opportunity to get hands on and test the theory in a safe space.
Dialogue – Understand team/market level blockers to feed into strategic planning.
Commitments – Capture actions from each marketer to hold everyone to account.
We measure progress and value
Our unique process enables us to tangibly measure value where other programmes fail.
We measure:
Engagement – Contribution and interactions during Upskilling sessions.
Commitments – Practical actions, assessed on their relevance and likelihood of success.
Proof points – Activations, learnings, and results.
ROI – Commercial gains at a market, regional and global level
Delivering impact is paramount and we love to see the growing confidence of marketing teams as we unlock their potential.
Our services
CAPABILITY ACCELERATORS
Upskill teams to unlock their potential and embed the capabilities you need for growth.
A batch of 5 interactive topics delivered live (either virtual or in person) and recorded.
See below for examples of our Capability Accelerator modules.
Can be delivered in isolation or integrated within a Capability Programme.
CAPABILITY DESIGN SPRINT
Design and implement new capabilities supported by process and tech.
Build and test a new capability, pilot, or process fast:
Hypothesis and design
Implementation and project management
Measurement and learnings
Strategy to scale
Can be delivered in isolation or integrated within a Capability Programme.
CAPABILITY PROGRAMME
Establish the commercial purpose of marketing and the capabilities for high performance and ROI across people, processes, and platforms.
Develop a bespoke capability/academy programme to make a commercial step change in global marketing:
Capability benchmarking
Strategy and goal setting
Activation and leadership
Upskilling, coaching and proof points
Community and communication
Innovation and constant improvement
Impact and ROI measurement
Capability Accelerator TOPICS
Commercial performance of marketing | Sales and marketing alignment to accelerate growth | The 10 principles of marketing effectiveness | Establishing an E2E marketing strategy framework - from purpose to performance | Measuring and optimising ROI performance | Goal setting, KPI measurement, and learning from performance |
Brand and positioning | Establishing your Brand strategy and an enablement framework for consistent delivery | Developing a compelling value proposition and GTM strategy | Outcome not product-led messaging | Strategies for improving brand perception and driving customer loyalty | Market sizing and identifying new areas of growth |
Strategy | How to become a purpose-driven organisation | ROI-driven Marketing strategy | Content strategy workshop | Campaign and channel strategy | New Product Introduction (NPI) strategy and activation |
Data and insight | Sources of insight: customer insight and drivers of customer satisfaction and loyalty | Data-driven decision-making: cutting through the noise and building confidence with performance analytics | Effective market and competitor analysis you can act on | Building and managing marketing dashboards for real-time performance insights | Advanced data analysis: statistical analysis, predictive analytics and data visualisation. |
Customer journeys and channel strategy | Mapping the B2B buyer journey to understand motivations and pain points | Multichannel campaign planning and seamless messaging | Effective segmentation and personalised, dynamic content | Building AI personas to match triggers with solutions | Winning in Account-Based Marketing (ABM) |
AI and technology | Introduction to AI and emerging technologies in Marketing | Unlocking the benefits of generative AI in marketing | Mapping martech to your culture to drive adoption and efficiency | Experimenting with new AI tools for speed and creative inspiration | AI: organisational ethics and governance |
Innovation and agility | A culture of innovation: how to test and learn to accelerate Marketing performance at scale | Aligning global objectives and market activation | Agile Marketing methodologies | Building new solutions: rapid prototyping, pilot, and scale | Creative conceptualisation |
Managing suppliers and partnerships | Strategic briefs for stronger creative and content | Agency management: establishing a common purpose and leveling up deliverables | Effective RFPs and agency selection | Establishing effective marketing, sales, and customer success workflows | Collaborating with procurement: partnering for quality, speed, and results |
Client stories
KORN FERRY
Mission: Upskill global marketers and mentor leaders to transform the impact of marketing with new skills, processes and confidence.
Redefine the role of marketing as a strategic growth driver.
- Marketing strategy and roadmap.
- Process design and optimisation.
- Capability training and coaching.
- Mentoring for 121 senior managers.
- ‘Outside In’ capability development (e.g. AI experimentation, campaign briefing, etc).
In two years we doubled marketing influenced revenue, increased brand value by 165% and increased the reputation of marketing internally.
GLOBAL FMCG
Mission: Establish a common purpose for global marketers and data-led methods to reach customers in an increasingly complex marketplace.
Phase 1: A global L&D programme on new ‘hero’ capabilities with the support and resources to activate locally. Activated with 300 marketers via interactive workshops and workflow simulation platform.
Phase 2: A dedicated change team with a mandate for new capabilities, innovation, and training. Development of marketing academy curriculum and regional champions programme.
Phase 3: A global test and learn programme and supporting governance to drive and support marketing innovation.
300 marketers activated new ways of working, tools and standards which have transformed global marketing results.
INTUIT
Mission: Upskill marketers and improve ways of working to enable an E2E customer experience which extends Customer Lifetime Value.
- Analyse CLTV to identify opportunities to increase retention and challenge organisational siloes.
- Understand the experiences of front-line marketers.
- Map and redefine marketing processes collaboratively.
- Deliver training workshops and coaching to shift ways of working and mindset, tackling brand, positioning, customer insights and customer-first planning.
Within 8 months we changed the strategy, team process and behaviour to increase CLTV.
Delivering competitive advantage
We radically shift marketers’ knowledge and confidence and enable them to accelerate performance immediately.
We bring together commercial objectives, capability benchmarks, the voice of your people and our experts in behavioral science to set clear expectations, inspire action and embed new ways of working.
Whether it’s solution design, training, coaching, community management or events, nothing is off-the-shelf. Our programs are designed for you, for use by your people.
How do you equip marketers with the specific skills, processes and tools your business needs to stay ahead?
And how do you achieve that on a global scale so your transformation program delivers real growth and isn’t just another leadership initiative?
Read our blog to discover our 6 Principles Of Organisational Change to help you accelerate marketing capabilities – Building The Marketing Capabilities You Need To Accelerate Growth In 2024.
