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Competency matrix for marketing

Marketing capabilities for demand generation, brand, and analytics.

Definition

Marketing competency matrices describe capabilities across growth, content, brand, and analytics. They help match tactics to strategic outcomes and hiring needs.

Explanation of the concept

Marketing capabilities for demand generation, brand, and analytics. Marketing competency matrices describe capabilities across growth, content, brand, and analytics. They help match tactics to strategic outcomes and hiring needs.

Structured explanation

Core competencies typically include:

  • Growth and performance marketing
  • Content strategy and production
  • Brand and positioning
  • Measurement and analytics

Example (levels)

  • Coordinator: Executes campaigns, tracks basic metrics.
  • Manager: Designs programs, optimises funnels, reports on ROI.
  • Head of Marketing: Sets brand and channel strategy, allocates budget.

Comparison & common gaps

Common capability gaps for this role include:

  • Siloed analytics and unclear attribution
  • Weak alignment between content and buyer journey
  • Insufficient experimentation cadence

FAQ

  • How many competencies should we track? — Focus on 6–10 core competencies that most influence performance in the role.
  • Who should own role expectations? — Joint ownership between functional leaders and workforce/people teams produces the best outcomes.
  • How often should levels be reviewed? — Annually or after significant reorganizations or strategy shifts.

How StrengthsOS helps

StrengthsOS maps competency frameworks to assessments and reporting so teams can turn role expectations into repeatable assessment and development workflows.

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