Firms want to create modern marketing organizations in response to dramatic changes in the media and marketing landscape, changing customer expectations, and the emergence of new competitors. Yet, more than 80% of marketers at large firms are not satisfied with the effectiveness of their marketing organization.

Our research indicates that the lack of alignment between the role marketing is expected to play, and the capabilities needed to deliver on that role is a major reason for performance gaps. Furthermore, marketer efforts are hampered by the absence of frameworks and comprehensive metrics to inform role alignment and capability planning decisions.