Capability Assessment Tool


What are the gaps between the capabilities my marketing team has today and what they need to deliver the marketing strategy to meet the needs of consumers, customers and the business? And how do I fill those gaps?

The Flock Capability Assessment Tool provides specific and objective answers to these questions.

Our Assessment Tool is built around a competency framework that is tailored to your specific needs, with a combination of Technical and Team Competencies that capture the skills you consider most important to the effectiveness of your team. This unique approach enables assessment of deep role-specific skills e.g. Media Planning, Experiential, alongside broader ‘whole-team’ skills e.g. Integrated Marketing Communications, Performance Marketing.

The competency framework is complemented by a ‘marketing infrastructure’ assessment, examining the broader capabilities marketing teams need to get the best out their people e.g. process, technology solutions and data.

Marketers assess their ability to know, do and teach each area of competency. These assessments are compared to the assessments of their Line Manager and custom Benchmarks, to identify competence levels and gaps spanning Knowledge, through Proficiency to Mastery.

Completing an Assessment is quick and easy. With the input of you and your team we configure the tool to meet the detailed needs of your organisation, send out assessment links to your team and then compile, analyse and present actionable results to you within a matter of weeks.

Outputs of the Capability Assessment:

Customer specific competency framework

  • The technical competencies selected for each role (typically 2-3 per role)
  • The team competencies selected for assessment (typically 5-6)
  • The benchmark levels for each technical and team competence

Individual capability assessments

  • For each technical and team competency, individual capability assessments
  • Highlighting gaps between Team Member and Manager assessments and comparison with benchmarks

Team Assessments

  • For the whole marketing team, a report of the capability gaps for each competency (comparing the assessment of team members, their managers and benchmarks)
  • Sub-teams can also be analysed


  • A presentation session led by Flock, highlighting the key findings and implications of the assessment
  • This will include recommendations for prioritising and filling gaps

Guidance on the sharing of outcomes with team members

  • A set of guidelines for the effective communication of the results to team members
  • Including how they should interpret and apply their individual results

Access to survey data

  • Full access to all your CAT survey data (on-line or CSV file) to allow 'drill down' into the summary assessment reports
  • With further support available from your Flock team


  • Your own Marketing Competency Framework
  • Individual Competency Assessments
  • ‘Whole Team’ Competency Assessments
  • Detailed assessment of your Marketing ‘infrastructure’
  • Recommendations for prioritising gaps and how to fill them
  • Guidelines for how to manage the 1-2-1 sharing of assessment outcomes

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Our Capability Case Studies