Marketing Capability Forum

Marketing Capability Forum

<p>Marketing Capability Forum</p>

The Marketing Capability Forum is a network for senior global marketers that lead or are involved in the capability building of their marketing teams.

Launched in 2020, the Marketing Capability Forum brings together global marketing capability building leaders and specialists to enable deeper and more technical discussions among peers. The group looks to share learning in relation to raising the marketing capability bar within WFA member organisations, through developing internal skills, enabling a marketing culture for embracing diversity and inclusion as well as measuring the performance of engaging capability building programmes.

Value is delivered through critical research and reports, physical and remote forums, and online tools and benchmarking services.

The group is chaired by Becky Verano, Global VP Marketing Operations and Capabilities at Reckitt.

Participate in our industry-leading capability investment benchmarking initiative

Investment in marketing capability building can be a big ticket budget line item, but, unlike spend on media or digital, there are few capability spend benchmarks available.

WFA, in partnership with consultancy OxfordSM, is introducing a new global survey to benchmark marketing capability investment. The initiative will provide anonymized data on investment in marketing capability building across several factors including:

  • Total capability investment and per marketing employee;
  • Capability investment by type (e.g. content development or deployment, learning tech, external courses, etc.) and phase (i.e. launch, running);
  • By audience type or program scope.

The survey will enable capability leaders to benchmark what they are spending against comparable companies, to inform and/or reinforce capability investment decisions.

To take part in the survey, please get in touch with Julia at



  • Becky Verano

    Becky Verano

    Global VP Marketing Operations and Capabilities, Reckitt

WFA Contacts


Discussion topics:

  • Creating a culture for learning (more engagement);
  • Identifying optimal topics for training;
  • Measuring progress (performance);
  • Upskilling on digital ecosystem;
  • Stakeholder management (making a case for MCB);
  • Identifying tech solutions (tools);
  • Blending work and learning;
  • Enabling a marketing culture for embracing DE&I;
  • Driving innovation and agility;
  • Individual/tailored training;
  • Balancing physical and virtual training;
  • Internal team structures (Global/regional/local).
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