Leveraging insights from the Customer Value Equation and the MarCaps Readiness Assessment, the MarCaps Capability Design workshop helps the marketing leadership team develop a clear transformation strategy and action steps to get started on the transformation journey.

Determine what capabilities matter from a customer perspective: A Customer Value Equation study answers how important are different marketing activities to your customers’ purchase decisions. It uses conjoint-like primary research to identify what capabilities matter in your industry, customer segments, and to your customers/ prospects.