Marketing Value Streams: AI-Ready Edition | Capstera

The Marketing Value Streams: AI-Ready Edition is for business and enterprise architects who need to see how marketing work runs from trigger to value, and where AI belongs in it. It covers 12 value streams in 64 stages. Each stage is shown as it runs today and as it could run with AI, with the target AI mode, the agents involved and the human checkpoint that stays with a person. It is the value-stream part of Business Architecture for Marketing: AI Transformation Blueprint, sold on its own.

What's Inside

The same 12 value streams come in three files: a deck to present, a workbook to work in and a guide to read, plus an import file for the Capstera platform. The workbook holds every field; the deck shows each stage as it runs today and AI-native, with its AI mode and human checkpoint.

• 12 marketing value streams and their 64 stages, each with its steps, stakeholders, entry and exit criteria, and the capabilities that enable it
• For every stage: today's pain points, the AI-native future state, the agents involved, the target AI mode, the human checkpoint and KPIs
• 10 standard marketing value streams with their steps, as a reference process view
• The Value Streams deck (PowerPoint): every value stream as a flow, then stage by stage
• The workbook (Excel): the value streams and every stage, in sheets you can filter and extend
• The guide (Word): the scales used at each stage (AI mode, human oversight, risk tier and work pattern), every value stream in prose, and the license
• An import file that loads the value streams and their stages into the Capstera platform
• Free corrections, and new versions free for 180 days

Every file names your organization and carries your license ID.

The 12 Value Streams

Each value stream runs from a trigger to the value it delivers. The list gives that value and the number of stages.

• Market to Strategy (5 stages): A marketing strategy whose choices of market, audience and approach rest on current, sourced evidence about markets, competitors and customers, and whose assumptions are written down so they can be tested.
• Insight to Proposition (6 stages): Segments the business can reach and serve, a position and value proposition that customers recognize and competitors cannot easily copy, and offers designed on evidence of what customers value.
• Strategy to Plan (5 stages): A funded plan and one calendar that direct marketing money and people to the priorities with the best expected return, with every commitment traceable to an approval and every result traceable to its spend.
• Launch to Adoption (5 stages): Launches that reach the market ready, on time and with an approved message, and customers who reach first value from what they bought.
• Brief to Campaign (6 stages): Campaigns that reach the intended audience with an approved, substantiated message, on time and within budget, and results that show what to repeat.
• Idea to Content (5 stages): Useful, accurate content that is found by the audience it serves, carries only substantiated claims and cleared assets, and is kept current or retired.
• Prospect to Customer (6 stages): Qualified opportunities in sales' hands with their context, reached through relevant, permitted contact, at a known acquisition cost and with less sales effort spent on leads that are not ready.
• Customer to Advocate (5 stages): Customers who get value from what they bought, hear about offers that fit them, are recognized for their loyalty and recommend the organization of their own accord.
• Event to Engagement (5 stages): Events that attract the intended audience, give attendees time well spent, and turn their interest into timely follow-up and pipeline at a known cost.
• Listen to Respond (5 stages): Customers who are heard and answered, issues caught early and handled consistently, and a reputation protected by accurate, approved communication.
• Data to Personalization (5 stages): Each person sees communication that fits their needs, within the limits they agreed to, and fewer irrelevant messages; the business sees measured lift and no breach of a person's choices.
• Measure to Optimize (6 stages): Leaders confident in what marketing returns and why, and marketers with evidence of what to do next, from measures that are defined once and data that can be trusted.

Who Uses It

Process owners and the teams who redesign marketing work, transformation leads who need a future-state process view to plan from, and business architects who map value streams to capabilities.

How It Fits With the Other Products

Each stage names the capabilities that enable it; they are defined in the Marketing Capability Model: AI-Ready Edition. The agents each stage involves are specified in Business Architecture for Marketing: AI Transformation Blueprint, which also holds the business data model, use cases, controls, an operating model and a roadmap. The Marketing Business Data Model is sold on its own too.

Target AI modes describe a typical large enterprise and are a starting point for your own.