For a Marketing team and function to add value to a business and bring competitive advantage - it needs to have people in the team that have the right "skills" and then "know how" to get the important things done. These behaviours or "competencies" are normally industry specific and are most powerful when tailored to your business and not just a generic list.
With the right list and model it is possible to help the team members understand what are the key competencies and how do they currently measure up against them. It helps them and their manager have better personal development discussions and over time will build a real competitive advantage.
M.A.L.E. can help you build a Competency Model for you and your team with a very personal approach.