Column 3 · Resources and Capabilities · Era 7, Frontier (2020s)
Marketing Excellence
Inputs: resources and assets · Emerging or specialized · Cluster II, Resources and Orientation
Description
They conceptualized marketing excellence as priorities on the marketing ecosystem, the end user, and marketing agility, developed a measure, and showed its association with investor valuations.
Managerial Implications
Marketing excellence is a set of organization-wide capabilities for ecosystem management, end-user management, and marketing-agility, backed by leadership and culture, and it predicts growth and profitability. Benchmark your organization on these capabilities rather than on campaign quality. Excellence lives in how the firm coordinates partners, serves end users across the chain, and adapts, not in the marketing department alone.