Blog/articles
Read about the many functional areas that characterize a modern marketing function today. Among other things, we have created a number of guides that go into detail about what role different specialists can play in your company, what tasks they can perform and what value they can create for your business.
Articles
Marketing departments are changing. This is well documented internationally, and I experience it myself when I talk to an average of 5-10 marke...
The daily focus in marketing is often on getting deliveries out the door. Deadlines, campaigns, and stakeholder management fill the calendar...
The marketing landscape is constantly changing. That's why marketing departments must also adapt in order to deliver results. New technologies, pr...
The internet never sleeps. And around the clock, somewhere, there are people who are awake and ready to buy something—or research, wh...
Companies start collaborations with freelancers every day. Marketingcapacity.com has conducted a survey among freelancers in the marketing field...
A Key Account Manager – commonly referred to as a KAM – is responsible for a hand-picked group of a company's most important customers. Key customers...
When talking about social media marketing, it's about using social media to market companies, products, and services...
A content and SEO copywriter is a writer who writes for your customers and Google at the same time. It is a special craft, ...
A freelance Google Ads specialist can help your business leverage all of Google's advertising tools and the world of platforms, s...
A digital designer is able to create a look and feel on digital platforms, websites, and products that supports the user in doing what they want to do.
A product manager is responsible for the development and marketing of a product. Across all parameters and throughout the product's life cycle, from cradle to...
How do you build a team that can keep up with developments? A team with both strategic overview and the necessary specialist skills? A t...
Imagine a marketing team as a modern kitchen garden: some things are permanent, some are movable, and some are only planted when the season demands it. It's...
The pace of modern marketing is fast—and the opportunities are greater than ever. New channels, new technology, and higher expectations open up opportunities for...
As Harvard Business Review, among others, has written about several times, there is a paradigm shift underway in marketing. So an increasing number...
You can benefit from supplementing your permanent team with freelance staff. You gain access to more skills and flexible capacity, which you...
A key employee resigns. A major transformation needs to be implemented. A department lacks leadership. Or the company needs experience and...
Are you attracted to the idea of becoming self-employed? Do you want to stand on your own two feet and experience freedom? But are you unsure whether you...
A Technical Writer can familiarize themselves with your technical material and explain it in a way that others can understand. For example, for user manuals, customer service...
More talented specialists and experienced professionals are working as freelancers or interim consultants than ever before—and this opens up a great opp...
It's easy to find a marketing freelancer. But it can be difficult to find exactly the right freelancer for the job. As a company, you have...
To ensure that your future temporary employee is a good fit for your needs, there are some important factors to consider. It’s not just about...
If you're looking for a new manager or employee in finance, IT, HR, or marketing, you've come to the right place....
The most important thing as a freelancer is, of course, to deliver good work. But if you want to be the freelancer that clients come back to...
It is an international trend that freelancers are becoming an increasingly important part of companies' setups. But does your company know how to use them?
A freelance copywriter helps companies translate strategy, knowledge, and messages into content that generates visibility, engagement, and...
A freelance native English copywriter helps companies communicate professionally and persuasively with English-speaking audiences...
A freelance translator helps companies communicate clearly, professionally, and credibly across languages and markets. Expertise...
An Insights Manager can help you understand your customers on a deep level, so that your messages are based on what customers really...
A freelance IT/web project manager helps companies plan, coordinate, and execute digital projects across the business, ...
A freelance IT security specialist helps companies protect their data, systems, and business-critical processes from cyber threats. K...
Artificial intelligence has evolved from a research project into a practical discipline that influences productivity, decision-making...
A freelance Insights & Data Specialist helps companies turn data into actionable decisions. Their expertise typically ranges from...
A video editor was originally someone who cut together video footage, audio, and signs. But technological developments have pushed the boundaries...
An AD or art director is a person who develops and executes a company or organization's marketing at the conceptual level. This involves...
A graphic designer works with the graphic representation of messages. This means that they use letters, images, drawings, logos, etc.
The marketing manager is responsible for a company's marketing plan and ensuring that it is supported by activities that are executed correctly...
A marketing coordinator ensures that marketing plans are executed smoothly and on time. The marketing coordinator's work...
A growth hacker's job is to create growth. Typically through digital tools and initiatives. But not defined in terms of methods. Because...
An SEO specialist's job is to get as much relevant traffic—or as many visitors, if you will—to your website as possible. In...
An email marketing specialist utilizes email as a channel and medium for a company or organization. For many companies, this can be...
A brand manager builds, maintains, and monitors one or more brands owned by a company. The brand manager is responsible for...
A PR and communications consultant works to strengthen a company's reputation in the public sphere. Its reputation or image, if you will. There...
The webmaster in a company manages and oversees the company's website or websites in general. Webmaster...
A freelance full-stack developer works on both front-end and back-end development and can therefore contribute to the entire development process, from concept to completion...
A web developer develops websites, web shops, apps, landing pages, banner ads, and other entities on the internet. The web developer can code and build...
A front-end developer is often a web developer with a particular focus on optimizing what digital users see. The front-end developer's tasks...
A freelance backend developer works on the part of a company’s digital solutions that users rarely see, but which is crucial for ...
A freelance data engineer helps companies collect, structure, transform, and make data accessible so that the organization can...
A CRM specialist develops, drives, and optimizes data-driven customer journeys that boost conversion, retention, and customer lifetime value. The role...
A CFO (Chief Financial Officer) is a key driver of a company's financial performance and strategic direction. The role spans...
A finance manager is the backbone of a company's financial management and daily decision-making. The role ensures that accounting, reporting, and...
A controller is a key figure in a company's financial management and decision-making support. Where the accounts show what is ...
An accountant is the foundation for accurate and reliable financial management in a company. This role ensures that all financial transactions are recorded...
An accounting clerk is a crucial part of daily financial operations and ensures that the company's accounting figures are accurate, up to date...
An auditor is a key guarantor of quality, credibility, and transparency in a company’s finances. While the finance department produces the figures...
A payroll specialist is essential to ensuring that employees receive their correct wages on time and that the company complies with legislation, collective agreements, and ...
An HR partner is a strategic and operational sparring partner for management and the organization. The function supports the company's goals through...
An HR consultant helps companies strengthen the interaction between people, management, and business. This skill is typically used where...
A recruitment consultant helps companies attract and select the right candidates—not only in terms of professional qualifications, but also in terms of personality and...
A recruitment researcher is a specialist who ensures a qualified and relevant pool of candidates – before interviews and assessments begin. ...
When marketing executives talk about the "Adobe Suite" as a platform, they are typically referring to...
Google Analytics—nowadays primarily in the GA4 version—is the standard tool for understanding user behavior on websites and in apps. P...
Eloqua is one of the most advanced marketing automation and lead management platforms on the market. The system is primarily used by medium-sized and...
Vimeo is a professional video platform that helps businesses host, manage, distribute, and analyze video content across ...
WordPress is the world's most widely used system for developing and managing websites. The platform is used by both small businesses, inte...
Java was created with one overarching goal: to deliver stable, secure, and maintainable software across platforms. At its core is "write...
AI marketing optimization involves using artificial intelligence to improve marketing efforts across data, channels, content, and automation...
Analytics and ROI are closely linked to companies' ability to prioritize investments, demonstrate impact, and improve decision-making across...
Business intelligence (BI), data, and insights are about transforming large amounts of information into a basis for decision-making, priorities, and concrete...
Branding and identity are about creating consistency between a company’s positioning, communication, visual identity, and the experience customers have...
Content marketing has become a core discipline in modern marketing because companies are increasingly competing on relevance, credibility...
Customer relationship management (CRM) encompasses the technology, processes, and working methods used to manage relationships with customers, leads, and partners...
Design is a cross-disciplinary field that influences everything from user experience and digital products to branding, conversion, and internal communication...
Digital campaigns involve planning, producing, distributing, and optimizing targeted communications across digital channels. The scope of this expertise...
Direct marketing (DM) and lead generation are about building measurable relationships between a company and its customers through data-driven activities on...
Email marketing is a discipline that combines data, content, automation, and commercial goals into a single integrated channel. It is used for both...
Film editing is the discipline in which footage is transformed into a coherent visual and dramatic narrative. The work is not just about...
Photography plays a central role in modern communication. This applies to branding, e-commerce, recruitment, social media, and internal communication...
Influencer marketing is about using credible profiles and niche communities to generate awareness, preference, and action across...
Campaign strategy is about planning, prioritizing, and coordinating marketing efforts so that messages, channels, and activities support...
Communication and public relations (PR) are about fostering understanding, credibility, and consistency in a company’s messages, relationships...
Market analysis is about translating data, behavior, and market insights into decisions that strengthen positioning, growth, and prioritization. Comp...
Marketing planning is about translating business goals into specific activities, priorities, and investments across channels, targets...
Presentations play a central role in modern businesses because they connect strategy, data, and decisions with people. A strong pr...
SEO is about improving a company's visibility in search engines through technical optimization, content, structure, and authority. The discipline...
Social media is now a key component of branding, relationship management, lead generation, and digital performance. The field ranges from...
Trade marketing is about generating demand and visibility in the supply chain between the brand, distributor, retailer, and end customer. Expertise...
Video content has become a key component of branding, lead generation, employer branding, and digital performance. The format is used...
A marketing strategy is about setting the direction for a company’s marketing efforts and ensuring consistency between the business, target audiences, messages, ...
UX and user behavior are about understanding how people navigate, evaluate, and use digital solutions in practice. This expertise involves...
In practice, a website and its associated content management system (CMS) serve as a central platform for communication, sales, customer service, and ...
UX/UI design plays a central role in the development of digital products, services, and platforms. This field is not just about aesthetics, but...
AI agents and advanced prompting have become a core competency in many organizations’ efforts related to automation, productivity, and customer...
AI automation involves the work of automating processes, decisions, and workflows using artificial intelligence, integrations, and...
AI data analysis has become a core discipline in companies that systematically focus on digital transformation, performance, and decision support....
AI-powered image generation and editing have become a core competency in many marketing, communications, e-commerce, and product organizations...
AI-generated text has become a key discipline in the fields of digital communication, marketing, customer engagement, and internal knowledge sharing. The field involves...
Cloud computing involves designing, migrating, operating, and optimizing digital solutions in cloud environments such as Amazon Web Services (AWS), Microsoft ...
Cybersecurity is about protecting an organization’s systems, data, users, and digital processes from attacks, errors, and misuse. The field spans...
Data analysis has become a core discipline in modern businesses because decisions are increasingly made based on data rather than...
Database management is a core discipline in modern businesses because nearly all digital processes depend on stable, accessible...
IT support is a key function in modern organizations because it ensures stable operations, access to systems, and rapid resolution of technical issues...
Machine learning and artificial intelligence (AI) have become a core discipline in many companies’ digital transformation. This field is not only used for...
Network administration involves designing, operating, monitoring, and developing a company’s network infrastructure so that users, systems, and digital...
System administration is a core discipline in modern IT operations. The field focuses on ensuring stable, secure, and well-functioning system environments...
ATS systems play a central role in modern recruitment. An applicant tracking system (ATS) brings together processes, data, and collaboration around...
The candidate pipeline is a core discipline in modern recruitment and talent acquisition. The work involves systematically building...
Change management is about creating organizational changes that are actually embedded in practice. The discipline links strategy, ...
Employer branding is about how companies are perceived as places to work—both by current employees and potential candidates....
HR administration is the operational backbone of many HR functions. This area ensures that processes related to employees, contracts, absences, ...
Interviews and screening are a core HR discipline that directly impacts the quality of hiring, the employee experience, and the...
Outreach and initial engagement have become a core discipline in modern recruitment and talent acquisition. This field is not just about reaching out to...
Reference and background checks are a key HR and recruitment skill that ensures quality and minimizes risk in hiring. The discipline...
Recruitment processes involve structuring and carrying out the work of attracting, evaluating, and hiring the right candidates. This area...
HR strategy is about aligning the organization’s business goals with its work related to people, competencies, and organizational structure. In practice, this involves...
Job descriptions and candidate profiles play a central role in modern recruitment, organizational development, and employer branding. This field focuses on...
Contracts and documents are a core discipline in HR, IT, finance, procurement, and management. This field is not just about legal matters...
An employee handbook and related policies serve as a practical management tool that bridges the gap between strategy, culture, legal matters, and day-to-day operations. Areas...
Organizational development is about strengthening a company’s ability to translate strategy into practice through structure, leadership, processes, and...
Performance processes are about establishing a framework for goals, feedback, development, and follow-up on employee performance. This area covers...
Talent sourcing has become a core discipline in companies that take a systematic approach to recruitment, employer branding, and skills development...
Search and candidate identification involve systematically identifying, evaluating, and engaging relevant candidates for key roles in a company...
Strategic consultation and management reporting are closely linked in modern businesses. This field involves both creating a basis for decision-making and...
Risk management is a discipline that involves identifying, assessing, and managing factors that can affect a company’s operations, finances, co...
Procurement support covers the operational and analytical functions that support purchasing, supplier management, and contract processes in the...
VAT and taxes are key areas of a company’s finance department. This field is not just about accurate reporting to the authorities, but...
Monthly and year-end closing is a core financial function that links day-to-day bookkeeping with the company’s management reporting, compliance...
Payroll and HR administration is a core discipline in modern organizations. This field links HR, finance, and operations through processes that...
Liquidity management is about ensuring that the company has the necessary capital available at the right time. This area ranges from...
Accounts receivable and accounts payable management is a core financial function that directly impacts a company’s liquidity, risk profile, and operations...
Internal controls and governance are about ensuring oversight, transparency, and accountability in a company’s processes and decisions. This area...
Financial reporting involves translating a company’s financial activities into information that is relevant for decision-making by management, the board of directors...
ERP implementation is about connecting processes, data, and management across finance, procurement, inventory, production, HR, and reporting. Work...
Data analysis and reporting have become a core discipline in modern businesses because decisions are increasingly expected to be supported by data...
Financial controlling is about creating financial transparency, providing management oversight, and establishing a basis for decision-making across the organization. The function involves...
Business controlling involves translating financial and operational data into a basis for decision-making that strengthens the company's priorities...
Compliance and GDPR have become an integral part of modern business operations. This field is not just about legal matters and documentation, but increasingly...
Budgeting and forecasting are key disciplines in modern financial management. This field is not just about planning revenue and costs...
Bookkeeping and reconciliation are core functions within the finance department, because the quality of a company’s financial data affects everything from...
Board work and advisory boards play a central role in modern companies, where complexity, growth demands, and technological changes...
Financial reporting and audit readiness involve much more than simply closing out the fiscal year correctly. This function encompasses financial management, compliance,...
Payroll and labor law processes are about ensuring accurate payroll, clear terms of employment, and managing the rules, agreements, and work...
Well-being and employee development are about creating an environment where people can perform, learn, and remain with the organization over time. Competence...
System development is a core discipline in modern businesses, where digital solutions support business processes, customer journeys, data...
Film production is the skill that transforms messages, products, people, and stories into visual content that can be used across...
