The aim of this study is to identify and prioritize the key capabilities that influence marketing performance in small and medium-sized enterprises (SMEs). In the qualitative phase, a meta-synthesis and systematic review of research literature published between 2019 and 2025 was conducted, analyzing an initial set of 5,222 articles. After stepwise qualitative and content screening, 42 eligible articles were selected for analysis. Through content analysis in MAXQDA software, 267 initial codes were extracted, which were then grouped into 29 core categories and finally condensed into 8 main themes. In the quantitative phase, to prioritize these capabilities, the Analytic Hierarchy Process (AHP) technique was employed with input from 10 industry experts, and the reliability of the results was confirmed with a consistency ratio below 0.1. The findings indicate that the most significant final categories include: customer relationship integration and strategic marketing effectiveness, innovation and networking for sustainable competitive advantage, agile alignment with market-driven innovation, data-driven digital transformation, development of supportive digital ecosystems, cost-effective entrepreneurial marketing, and green marketing strategies. According to expert opinions, the three most critical capabilities for improving SME marketing performance are: effective implementation of marketing programs, product innovation, and multichannel marketing. It is recommended that SME managers enhance their marketing performance by developing documented marketing plans, fostering product innovation through customer engagement, and integrating their presence across both online and offline channels.