Mcap assesses marketing skills and practice

The Institute of Direct Marketing (IDM) has announced the launch of Mcap, a new marketing capabilities service to help maximise return on marketing investment.

Mcap assesses an organisation's marketing skills and practice, enabling it to improve its capability and maximise return on marketing investment.

The IDM said Mcap ensures that, in today's tough budgetary climate, an organisation has the right people with the right blend of up-to-date skills, who are constantly applying best practice.

Mcap will draw a detailed map of the organisation's current marketing capability and identify and prioritise important skills gaps while locating key strengths.

It will also measure individual and organisational practice, give accurate insight to target training and development solutions in the right skills for the right people, and help to drive better performance and results.

The Mcap database features more than 400 measurable marketing standards, underpinned by 3,000 enablers if modern, accountable marketing practice.

Mcap is said to help measure and manage the organisation's greatest asset - its people.

It provides a framework by which the marketing team can stay ahead of the competition in key capabilities.

The IDM said it expects the Mcap database to become a skills-and-practice benchmarking tool.

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