This systematic literature review synthesises empirical evidence on how marketing strategy and internal capabilities relate to business performance in information and communication technology (ICT) small and medium-sized enterprises (SMEs). Using a PRISMA-informed process, Scopus and Web of Science databases were searched for peer-reviewed English-language journal articles published between 2015 and 2026. After deduplication, screening, eligibility assessment and quality appraisal, 16 empirical studies were retained, including quantitative, qualitative and mixed-methods research. Thematic narrative synthesis shows that marketing strategy in this literature is rarely examined through formal planning constructs such as segmentation, positioning or campaign execution. Instead, evidence is concentrated around market orientation, relationship marketing, value proposition innovation and marketing capability. Internal capabilities shape performance mainly through indirect capability-deployment pathways involving information technology capability, absorptive capacity, knowledge management, customer relationship management, product knowledge and sales competency. Business performance is commonly measured through financial performance, profitability, growth and market performance, while revenue stability and sales conversion remain underexplored. The review contributes a Marketing–Capability–Performance framework and identifies longitudinal, capability-oriented and revenue-focused research as priority directions.
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