Our MOSTT research is rooted in individual interviews of major marketers and CMO's conducted by a team of professors from leading business schools. The MOSTT initiative consists of two interview series: MARS and Mobile Maturity interviews.
MARS Project
The MARS Project was launched in mid-2017. The main objective of the study is to define how marketing organizations of traditional brands need to adjust, adapt and organize in order to take advantage of and continue to lead business growth in light of changes in marketing and technology (e.g. new media and communication forms, platforms, etc...) - M.A.R.S.
More specifically, the study will aim at achieving three goals:
- Define the Marketing org characteristics (i.e. structure, processes, and knowledge) needed for traditional brands to compete effectively in the new environment (e.g. M.A.R.S.).
- Identify the change path(s) that established organizations can follow to transition their marketing organization and capabilities for the new environment.
- Describe best practices used by traditional brands that illustrate the Markorg characteristics, capabilities, and changes.
The study is based primarily on interviews with approximately 100 marketing leaders across different industries. We plan to release the first MARS insights in early 2018.
Mobile Maturity Project
Through the Mobile Maturity project we aim to help CMOs understand and activate the unique and specific role of mobile in creating and achieving greater overall customer centricity.
Our specific goals for this project include:
- Define the right mobile tools and processes needed to achieve customer centricity
- Define the role and responsibilities of the Chief Mobile Officer within the organization
- Understand the implications of mobile on organizational structure
- To develop an evaluation framework that marketers can use to assess the maturity of their mobile marketing activities
The study is based primarily on interviews with approximately 100 marketing leaders across different industries. We plan to release the first MARS insights in early 2018.
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Center of Insights
Through the Center of Insights projects we aim to provide marketers curated content on the topic of organizational structure in our MOSTT Center of Insights. Our specific goals for this project include:
- To become the central place for insights on marketing org structure
- To provide to marketers curated content on the topic of org structure
- To help marketers understand the latest and greatest thinking about marketing org structure
- To understand marketers attitudes towards org structure via the series of surveys
- To provide a platform for marketing thought leaders to share ideas and innovation
As part of this project we plan to run a series of surveys on various topics related to marketing org. The first survey was conducted in September 2017.