Introducing the framework behind The Credible Marketer

Whether it’s Marvel’s pivot to R-rated storytelling or Barbie turning the world pink, each month my LockSmith partner-in-crime, Alex O'Rourke (nee Smith) , and I turn the latest pop culture phenomenon into actionable lesson in marketing theory and leadership which we share in this newsletter, The Credible Marketer.

But what?underpins our thinking? What sits behind those lessons?? What is it that makes a "credible marketer”?

This month, we’re doing this newsletter a little differently. We’re stepping back from the latest pop culture stories and pulling back the curtain on the framework that powers?everything we teach: The?LockSmith Marketing Capability Framework.

It’s the blueprint for the critical skills and behaviours at the heart of the lessons we share in The Credible Marketer — and, importantly, a game-changing tool marketing leaders can use to define, develop and measure?the capability of their teams.

Let’s dive in.

So, what IS the LockSmith Capability Framework?

At its core, the LockSmith Capability Framework is a strategic weapon — an AI-powered tool designed to unlock the full potential of marketing teams. It clarifies the critical skills and behaviours needed to drive marketing effectiveness and long-term business growth — and then measures and accelerates progress.

?Co-created by highly experienced marketing leaders (yep, we have a combined 90+ years of industry experience between us!), it’s built to align marketing capability with business strategy, ensuring every training investment delivers measurable ROI.

?Put simply: it’s your marketing teams' unsung hero, a strategic weapon. The engine that transforms marketing from a function into a force that drives business performance.

Companies with strong capability-building programmes are 2.2x more likely to outperform competitors. McKinsey & Company

How does The Marketing Capability Framework help marketing leaders?

?Too many teams are trapped in a cycle of firefighting — juggling priorities, under pressure to deliver more with less and struggling to invest in developing the skills that drive long-term impact. The LockSmith Capability Framework breaks that cycle, providing:

??? A data-driven approach to identifying skill gaps & training needs

?? A shared language for feedback & performance conversations

?? A roadmap for career development & retention

94% of employees say they’d stay longer at a company that invests in their growth. LinkedIn {2023}

A highly skilled marketing team isn’t just more confident and capable — it directly drives competitive advantage, financial performance and long-term business growth, while a clear development path boosts retention, engagement and satisfaction.

But... what exactly makes a Credible Marketer?

The LockSmith Capability Framework is built upon two keys to marketing excellence:

?? 1. Core Skills

These are the non-negotiable fundamental marketing skills, from consumer understanding to brief writing, effective planning and more.

?? 2. Behaviours

What separates good marketers from great ones? It’s not just the functional skills they need to be brilliant at their job — it’s the mindset and behaviours needed to have impact. Behaviours like curiosity, resilience and collaboration help marketers work well with others and establish effective ways of working.

Free resource!!!

Are you a Marketing Director, Brand Owner or Marketing Capability Leader curious to know more?

Let us introduce you to the MINI Marketing Capability Audit — a simple but powerful way to:

? Preview the core skills & behaviours from our capability framework

? Benchmark your team’s capabilities & spot gaps

? Start building a roadmap for long-term development

Complete the audit and you'll receive a personalised report to help you identify where the gaps might be in your team. It's quick & free!

Here's the URL for the Mini Audit: https://locksmith-capbility-audit.scoreapp.com

And if you need help with training to fill those gaps? Please get in touch!

Until next time,

Chris & Alex