Best Practice Report

The B2B Marketing Diagnostic: Marketing Capability Definitions

September 13th, 2022
Meta Karagianni, null
Meta Karagianni
With contributors:
Nick Buck , Jennifer Ross , Helen Gilroy-Powell , Kate Pierpont


To optimize performance, CMOs must assess their marketing function’s current capabilities against those required for success. Deploying the B2B Marketing Diagnostic provides marketing leaders with a structured approach to developing a fact-based view of the current level of maturity across the entire marketing function. The tool enables marketing leaders and key stakeholders to evaluate capabilities, identify areas for improvement, and drive alignment on strategic priorities. In this report, we define the 10 categories and 46 corresponding capabilities that will help marketing leaders assess the current state of their marketing organization and prioritize areas for improvement.

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