Handbook & Resources
Understand the six capability dimensions measured by the assessment and why each one matters to your marketing success.
The marketing assessment evaluates your capabilities across six core dimensions. Each dimension represents a critical area of marketing strength and directly influences your ability to achieve business goals.
What it measures: Your organization's ability to reach and attract target audiences in your market.
Awareness includes your reputation, visibility, and reach. Strong awareness means your target customers know who you are and consider you when making decisions. This dimension covers brand recognition, marketing reach, and top-of-funnel effectiveness.
What it measures: How well you establish authority, trust, and expertise in your market.
Credibility reflects whether customers view you as knowledgeable, reliable, and worth doing business with. This includes social proof, testimonials, certifications, thought leadership, and consistency of messaging.
What it measures: The quality, consistency, and relevance of how you communicate with your audiences.
Communication covers messaging clarity, tone of voice, channel consistency, and audience-specific tailoring. Strong communication ensures your target customers understand your value proposition and feel heard by your organization.
What it measures: Your ability to maintain customer relationships and reduce churn.
Retention includes customer loyalty programs, ongoing engagement, support quality, and relationship management. This dimension reflects how well you keep customers satisfied and reduce the need to constantly acquire new ones.
What it measures: The depth of interaction and participation your audience has with your brand.
Engagement goes beyond awareness to include active participation, community building, feedback mechanisms, and relationship depth. High engagement means your audience actively interacts with and advocates for your brand.
What it measures: The clarity, coherence, and alignment of your overall marketing direction.
Strategy reflects how well your team understands and executes a unified approach. This includes goal alignment, resource allocation, cross-functional coordination, and measurement discipline.
Each dimension is scored with confidence adjustment, meaning your rating reflects both your capability level and how confident we can be in that assessment based on your response patterns. Scores are compared against industry cohort benchmarks to contextualize your performance.
Together, these six dimensions provide a complete picture of your marketing capability and identify where investments will have the greatest impact.
If you need additional help, reach out to your Account Manager or submit a support ticket from the Support page.
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