ADMA Capability Compass | Marketing Association

Introducing the ADMA Capability Compass™

The ADMA Capability Compass is your data-driven solution to uncover, understand and elevate your marketing team’s skills – so you’re not just keeping up with change, but leading it.
In a partnership with ADMA, take the first step in building your best marketing team – backed by data.

A strategic skills assessment tool — built by industry, for industry.

The ADMA Capability Compass™ is a future-focused assessment tool designed for marketers. It evaluates 13 core marketing capabilities with 65 underlying skills across three key phases: strategy, execution, and analysis.

For CMOs and Marketing Team Leaders, the ADMA Capability Compass™ uses data-driven insights to help build resilient teams, align capabilities to strategy, and invest where it matters most.

How does the Capability Compass work?

Complete the form on the ADMA website. A member of the ADMA team will be in contact with your next steps to completing the ADMA Capability Compass.

*Note: Each participating member of your team will be assigned a placement to complete the ADMA Capability Compass.

With any questions or concerns, email parker@marketing.org.nz and a member of the MA team will reply to your enquiry within 48 hours.

The Capability Compass from ADMA has been a great tool, it’s enabled us to quickly get a clear and objective view of the team’s strengths and where we have opportunities for growth. The tailored learning and development plans that it produced, are a nice balance of courses and on the job learning. What makes the tool stand out is that it’s not just a generic skills framework but can be directly aligned with the specific capabilities we need to deliver on our strategy, meaning we have far more relevant and actionable learning and development plans for the team.

In addition, it is useful for shaping our recruitment requirements; by mapping our existing capability and identifying gaps we can confidently target the skills we need to ensure we have a full and balanced team. It’s a practical, strategic resource that is helping us make better decisions for the continued growth and development of our people.

PJ Morris
Head of Customer Experience & Marketing, Heavy Building Materials Division, Fletcher Building.

About ADMA

The Association for Data-driven Marketing and Advertising (ADMA) is Australia’s leading authority for the future of marketing—driven by data, powered by capability, and committed to ethical innovation. As the industry’s peak body, ADMA champions marketing excellence by equipping professionals and organisations with the knowledge, skills, and guidance needed to lead with integrity, adapt with agility, and create measurable impact.

New L&D badges - core (1)

Professionally Certified Core Skills Marketer

The core competencies needed for today's marketing professionals. This certification is aimed at developing practical marketing skills that help you in your day to day role and be industry ready for your marketing career.

New L&D badges - digital (1)

Professionally Certified Digital Marketer

Digital is an essential part of the job for marketers – and it’s critical to keep up with the latest trends and technologies in the field. Ensure you're up to speed with a Professional Certification in Digital Marketing.

New L&D badges - strategic (1)

Professionally Certified Strategic Marketer

Strategic thinking underpins every effective marketing campaign. Without it, marketing is just guesswork. Build your understanding of strategy and long-term planning with workshops from the r programme.