A conceptual model is presented that depicts the relationship between an internal marketing function and an organization's readiness to learn. Learning and marketing orientations are identified as components to marketing strategy making. Key organizational functions, including communication and decision-making, are utilized in a framework for organization analysis and development. The conceptual model of the relationship between learning orientation, market orientation and marketing strategy making will lead to a diagnostic model. The diagnostic model can be used as a tool to assess where an institution is now, and what needs to be addressed, in order to bring about change and move the institution toward marketing strategy making. (Contains 1 table.)