The increase in new channels and technologies has dramatically changed the environment in which marketers operate. But the way in which marketing is taught, understood and operates has not really changed.

This is not sustainable. We need a new unifying framework as a reference for what marketing has become.

Alongside this need for a new framework, there are new requirements for marketing competencies and capabilities around domains of expertise like data and analytics, customer experience, content, multichannel, and personalisation, which are neither properly understood nor being met. This is acknowledged in the marketing industry but not reflected in any definitive model.

You can explore and download the new model over on the M3 landing page. But if you’d prefer to be talked through the model, below is a recording of our recent webinar in which Friedlein talks through the main talking points of M3.