Capability Audit
A way of mapping current customer marketing capability, defining a desired future state, and identifying the gaps and roadmap required to deliver it — supported by a business case.
From blockers to a target-state stack
Through stakeholder interviews, channel and platform deep dives, benchmarking against best practice, and use cases that require data, technology, channel and content integration, we identify the blockers and gaps in current customer marketing capability.
A target-state stack is then defined with key criteria for each component, mapped to clear business outcomes, with a business case based on unrealised value or operational inefficiency.
Challenge. A fast-growth start-up was experiencing technical limitations with its ecommerce platform, CRM and data capabilities.
Approach. We defined the desired state of personalised experience, including loyalty, with a business case projecting the return. An investment case and platform requirements followed — and a new CMS, decisioning platform and loyalty solution were identified and onboarded.