Handicapping the ANA’s Marketing Capabilities Framework
Whether it's learning the ropes of generative AI, bolstering brand safety, or spurring customer acquisition, the scope for marketers continues to expand at a rapid clip. CMOs and marketers can be forgiven for feeling overwhelmed and/or burnt out. However, the ANA 2023 Marketing Capabilities Framework should help to assuage things and alleviate at least some of the congestion.
The framework, which was released last summer, is designed to help marketers attract and retain new talent, distribute resources more effectively, and wed human competencies to technical ones. Greg Boosin, EVP of global B2B and product marketing at Mastercard, says the framework is a good starting point for brand managers navigating an increasingly complicated terrain.
"It's not a Monopoly Board," says Boosin, who was part of a panel discussion at the ANA Masters of Marketing conference last year focusing on how marketers leverage the framework for better outcomes. "It's a template to shoehorn into your [company's] marketing capabilities." Boosin joins host Matthew Schwartz to deconstruct the framework and discuss how it will help marketers enhance their overall value in the C-suite as well as the entire organization.
The Champions of Growth Podcast airs Wednesdays at 2PM EST. For more information about the ANA Podcast Network, visit www.ana.net/podcasts.
Source
"Handicapping the ANA's Marketing Capabilities Framework." Champions of Growth Podcast, 4/10/24.