Agenda | MMA

Tuesday, October 19, 2021

11:00 AM – 11:05 AM

Welcome Remarks

11:05 AM – 11:35 AM ET

MMA MOSTT Research Study: How Marketing Organizations Can Better Drive Growth 

The MMA MOSTT initiative findings, recently published in the Harvard Business Review, show how modern marketing organizations create value. While there are many opportunities to create value, many organizations struggle to effectively realize their growth potential. In this session, Neil Morgan, Professor of Marketing, Kelley School of Business, Indiana University show how alignment between the chosen marketing value configuration and capabilities required to enable this is a strong growth driver, and discuss key barriers and solutions to achieving this in practice.

PetSmart Distinguished Chair in Marketing
Kelley School of Business, Indiana University

11:35 AM – 12:05 PM ET

Panel Discussion - Marketing Org Journey

In this session, you will hear about the Marketing Org design journeys at two different organizations.  Hear what motivated the change, the different data elements used to inform their strategies, and the biggest surprises and challenges they encountered in their respective journeys.

 

VP U.S. Marketing
Intuit
Chief Marketing & Digital Officer
Western Union
Moderator
Senior Advisor, McKinsey & Co.; Former Global Chief Marketing Officer
Uber

12:05 PM – 12:25 PM ET

The Modern Marketing Capabilities Map

Insights from a benchmark study of 650 firms conducted by MARCAPS that helps distinguish Winning Marketing from Lagging Marketing Organizations in terms of capabilities, organizational structure, marketing footprint, insourcing/outsourcing decisions and orientation. This session will guide attendees in understanding the role of these characteristics in driving firm and consumer growth. 

The Coca Cola Company Chair, Professor of Marketing
The University of Georgia, The Terry College of Business

12:25 PM – 12:30 PM ET

Closing Remarks

 

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Cindy Grospitch
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