Marketing Capability Forum Meeting Overview (March 2024)

The Marketing Capability forum came together for a remote session focusing on measuring the impact of marketing capability. Highlights from the session include:

1. Results presented from WFA’s recently published report, Measuring Marketing Capability Impact, including an overview of the current challenges and suggested practices shared by various capability leaders and specialists
2. A case study on a WFA member’s capability programme and the importance of articulating and encouraging positive behaviour change to further prove marketing capability’s impact on business performance
3. A roundtable discussion on members’ satisfaction of their respective capability measurement and additional suggested practices on best measuring  capability impact for further investment

WFA members can access the meeting overview below.