Domain 3: Marketing (729415)¶

Building demand and shaping perception

Classification: Value Chain Version: v0.1 (Draft)

Overview¶

This domain encompasses the enterprise's ability to understand its markets, build compelling brand narratives, generate demand, and attract qualified prospects. It spans the full marketing spectrum from strategic planning and brand stewardship through to campaign execution, content production, and performance measurement. In a ZORBA-enabled enterprise, marketing is where agentic scale meets human creativity — with agents producing content variations at unprecedented speed, optimising campaigns in real time, automating attribution analysis, and freeing marketers to focus on strategy, storytelling, and brand authenticity.

ZORBA Hierarchy: Domain → Capability → Process¶

ZORBA Level    │  APQC Equivalent     │  Description
───────────────┼──────────────────────┼─────────────────────────────────────
Domain         │  Category            │  Major area of enterprise activity
Capability     │  Process Group       │  What the organisation can do
Process        │  Process             │  How work flows to deliver a capability

Capabilities & Processes¶

3.1 Develop Marketing Strategy and Planning (418362)¶

Define the marketing strategy, set objectives, allocate budgets, and establish the planning frameworks that guide all marketing activity. This capability ensures marketing investments are strategically aligned and measurably effective.

#	Process	ID	Agentic Profile
3.1.1	Define marketing objectives and strategic priorities	629471	H — Human-led; marketing strategy requires market intuition and brand judgement
3.1.2	Segment markets and identify target audiences	814253	h+A — Agents cluster data and model segments; humans validate and name segments
3.1.3	Develop annual and campaign-level marketing plans	537184	H+a — Humans plan; agents model budget scenarios and channel mix
3.1.4	Allocate and manage marketing budgets	293647	H=A — Agents optimise allocation models; humans approve and adjust
3.1.5	Define positioning and messaging frameworks	461928	H+a — Humans craft positioning; agents test messaging variations
3.1.6	Coordinate marketing calendar and cross-functional alignment	785312	h+A — Agents maintain calendars and flag conflicts; humans resolve priorities

3.2 Steward the Brand and Communications (562413)¶

Build, protect, and evolve the enterprise brand — ensuring consistency across all touchpoints, managing reputation, and orchestrating corporate and product communications.

#	Process	ID	Agentic Profile
3.2.1	Define and maintain brand identity and guidelines	348917	H — Human-led; brand identity requires authentic creative vision
3.2.2	Manage brand consistency across channels and touchpoints	721563	h+A — Agents audit brand compliance; humans address strategic deviations
3.2.3	Plan and execute corporate communications	495831	H=A — Agents draft communications; humans approve tone and substance
3.2.4	Manage public relations and media engagement	163274	H+a — Humans manage relationships; agents monitor media and prepare briefs
3.2.5	Monitor and manage brand reputation and sentiment	842196	h+A — Agents continuously track sentiment; humans respond to critical issues
3.2.6	Manage crisis communications and rapid response	617428	H+a — Humans lead crisis response; agents monitor situation and draft holding statements

3.3 Generate Demand and Manage Lead Flow (384219)¶

Attract, capture, nurture, and qualify prospective customers through integrated demand generation programmes. This capability ensures a healthy pipeline of marketing-qualified leads for the sales organisation.

#	Process	ID	Agentic Profile
3.3.1	Design and execute demand generation campaigns	529147	H=A — Agents optimise targeting and bidding; humans set creative direction
3.3.2	Capture and enrich lead data from multiple sources	748213	A — Agent-executed; automated capture, deduplication, and enrichment
3.3.3	Score and qualify leads for sales readiness	391564	h+A — Agents score using behavioural and firmographic data; humans set thresholds
3.3.4	Nurture leads through automated journey orchestration	613842	h+A — Agents orchestrate multi-touch journeys; humans design journey logic
3.3.5	Manage the marketing-to-sales handover process	274891	H=A — Agents route and notify; humans ensure quality and context transfer
3.3.6	Optimise conversion rates across the demand funnel	856423	h+A — Agents run tests and recommend optimisations; humans approve changes

3.4 Create and Manage Content at Scale (731562)¶

Develop, produce, manage, and distribute content across all formats and channels — from thought leadership and editorial through to performance content and sales enablement materials.

#	Process	ID	Agentic Profile
3.4.1	Define content strategy and editorial direction	482913	H — Human-led; content strategy requires brand voice and audience understanding
3.4.2	Plan and manage the content calendar and production pipeline	613724	H=A — Agents schedule and track production; humans set priorities
3.4.3	Produce written, visual, and multimedia content	348276	H=A — Agents generate drafts and variations; humans create, edit, and approve
3.4.4	Localise and adapt content for markets and segments	926481	h+A — Agents translate and adapt; humans review cultural nuance
3.4.5	Manage the content repository and asset lifecycle	157342	A — Agent-executed; automated tagging, versioning, and archival
3.4.6	Measure content performance and optimise the content mix	594817	h+A — Agents analyse engagement data; humans adjust strategy

3.5 Operate Digital Channels and Campaign Execution (215694)¶

Manage the enterprise's digital marketing presence — including website, social media, email, paid media, and emerging channels — ensuring coordinated execution and performance optimisation.

#	Process	ID	Agentic Profile
3.5.1	Manage the enterprise web presence and SEO	863241	H=A — Agents monitor rankings and suggest optimisations; humans approve changes
3.5.2	Plan and execute paid media campaigns	724518	h+A — Agents manage bids, placements, and budgets in real time; humans set strategy
3.5.3	Operate social media channels and community engagement	491362	H=A — Agents schedule posts and monitor engagement; humans create content and engage
3.5.4	Execute email and marketing automation programmes	358714	h+A — Agents personalise and send; humans design programmes and review performance
3.5.5	Manage emerging and experimental channels	642839	H+a — Humans explore new channels; agents track performance baselines

3.6 Measure Marketing Performance and Attribution (847231)¶

Establish and operate the measurement, analytics, and attribution systems that quantify marketing's contribution to business outcomes and enable data-driven resource allocation.

#	Process	ID	Agentic Profile
3.6.1	Define marketing measurement frameworks and KPIs	321468	H+a — Humans define what matters; agents recommend benchmark targets
3.6.2	Implement and maintain marketing attribution models	759312	h+A — Agents build and calibrate models; humans validate methodology
3.6.3	Collect and integrate marketing performance data	284537	A — Agent-executed; automated data pipeline from all marketing systems
3.6.4	Analyse campaign and channel effectiveness	563819	h+A — Agents analyse and surface insights; humans interpret and act
3.6.5	Report marketing ROI and contribution to revenue	418726	h+A — Agents generate dashboards and reports; humans present to leadership
3.6.6	Conduct marketing mix modelling and budget optimisation	937214	h+A — Agents model scenarios; humans decide reallocation

3.7 Understand Customers and Research Markets (694238)¶

Systematically gather, analyse, and distribute customer insights and market intelligence that inform product, marketing, and sales decisions across the enterprise.

#	Process	ID	Agentic Profile
3.7.1	Design and commission market research studies	524183	H+a — Humans define research questions; agents identify methodologies and vendors
3.7.2	Conduct primary and secondary market research	871342	H=A — Agents gather and process data; humans conduct qualitative research
3.7.3	Build and maintain customer personas and journey maps	419563	H=A — Agents aggregate behavioural data; humans craft narrative personas
3.7.4	Monitor competitive positioning and market dynamics	362714	h+A — Agents continuously track competitors; humans assess strategic implications
3.7.5	Distribute insights and embed market intelligence in decisions	738291	H=A — Agents push relevant insights to stakeholders; humans contextualise

Summary¶

Capability	ID	Process Count
3.1 Develop Marketing Strategy and Planning	418362	6
3.2 Steward the Brand and Communications	562413	6
3.3 Generate Demand and Manage Lead Flow	384219	6
3.4 Create and Manage Content at Scale	731562	6
3.5 Operate Digital Channels and Campaign Execution	215694	5
3.6 Measure Marketing Performance and Attribution	847231	6
3.7 Understand Customers and Research Markets	694238	5
Total		40 processes

Agentic Profile Legend¶

Code	Meaning
H	Human-only — agent participation not appropriate
H+a	Human-led with light agent support
H=A	Balanced human-agent collaboration
h+A	Agent-led with human oversight or approval
A	Agent-autonomous within defined boundaries