Marketing / Free editable template

Martech capability map template

A capability map shows what your marketing tools need to do before you look at the tools themselves. This example lists capabilities in five stages, from attracting visitors and converting them to nurturing, measuring and managing data, shows which tool covers each, and marks gaps with no tool and overlaps where two tools do the same job.

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Martech capability map example showing capabilities in five stages, the tool covering each, gaps and overlaps marked
Everything in this example is editable. Replace the labels, move the shapes and adapt the layout to your work.

How to use this template

  1. List capabilities, not tools

    Write what marketing needs to do at each stage before naming any software.

  2. Map your tools

    Add the tool that covers each capability today, including spreadsheets and manual workarounds.

  3. Fix gaps and overlaps

    Mark gaps and overlaps, then decide what to add, remove or connect. Integrations often matter more than new tools.

Questions about this template

How are gaps and overlaps shown on the map?

A capability with no tool beside it is marked as a gap, and one covered by more than one tool is marked as an overlap. Update the markers as you add or retire tools.

Do I need an account to use it?

No. Open the template and edit it in your browser. Your work saves on this device. An account is optional if you want to sync your workspace.

Can I export the finished diagram?

Yes. Use Export in the editor to save a PNG, SVG or PDF, or download an editable .epicdraw backup.

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