02 — Capability · BC-420
Brand & Marketing
Make the organization and its offerings known, understood and preferred by the people it wants as customers — from the brand they recognize to the campaigns that create demand and the leads handed to sales.
- Marketing
- Brand Management
- Marketing Communications
- Demand Generation
In scope
- Brand strategy, identity, standards and health
- Marketing plans, budgets and messaging by audience
- Content, creative and the campaigns that carry them across paid, owned and earned channels
- Lead capture, qualification and the handoff to sales
Out of scope
- Working leads and opportunities after handoff (see BC-430)
- Price points, discounts and the promotional offers themselves (see BC-470)
- Trade promotion with retail partners (see BC-1340)
Realized by · 3
- Salesforce · Sales Cloudcore via BC-420.50
- Salesforce · Marketing Cloudstrong via BC-420.40
- Oracle Fusion Cloud Applications · Customer Experiencepartial via BC-420.40
Used in · 2
- Lead-to-Cash · 01 Generate & Qualify via BC-420.50
- Idea-to-Product · 06 Launch & Measure via BC-420.40
Build it · 0
- Nothing in the library points here yet.
Decomposes into · 6
- BC-420.10Brand ManagementDefine what the brand stands for, express it consistently everywhere it appears, and measure whether the market sees it the way the organization intends.
- BC-420.20Marketing Strategy & PlanningDecide which audiences to pursue, what to say to each and how much to spend doing it, so campaign activity adds up to a plan rather than a calendar of events.
- BC-420.30Content & CreativeProduce the words, images, video and documents that carry the message, keep them on brand and findable, and adapt them for every market that needs them.
- BC-420.40Campaign ExecutionRun marketing campaigns across paid, owned and earned channels, coordinated so the audience sees one story rather than several teams' schedules.
- BC-420.50Demand Generation & Lead ManagementAttract prospects, capture their interest, qualify it and pass sales the ones worth a conversation, with a clear record of what each prospect has already seen.
- BC-420.60Marketing Performance & AttributionMeasure what marketing activity produced, attribute outcomes to the activity that caused them as honestly as the data allows, and learn through controlled tests rather than anecdote.