The Marketing Capabilities Framework

The Marketing Capabilities Framework

2025 Update
Shape the Future of Marketing Talent

The 2023 Marketing Capabilities Framework broke ground as the industry’s first-ever marketing talent benchmark. Now, as we face more change than ever before, we’re looking to you to help redefine the gold standard for marketing capabilities in the age of AI.

Share your company’s skill frameworks, samples, or capability roadmaps with ANA and join the global effort to future-proof talent for every brand. (Every submission is 100% confidential, sanitized, and used for research purposes only).

Leading organizations like Microsoft, Shell, P&G, General Mills, Piedmont, LEGO, and American Express have already contributed.

Add your perspective and ensure your voice helps shape what’s next.
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Marketing Capabilities Framework – AI updateMarketing Capabilities Framework – B2B update
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Please note that all materials shared with ANA will remain confidential and only be viewed by ANA or its designees. ANA and its designees have committed to comply with ANA confidentiality and NDA terms.

For more information, please contact Jerusha Harvey at jharvey@ana.net.
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