MOSTT | MMA
  2. MOSTT

Why MOSTT?

3+ Years of Research

The MOSTT frameworks, tools, and processes are the result of 3+ years of collaborative research between academics and practitioners

With 125+ Marketing Leaders

The ideas and approach developed within MOSTT have been shaped and vetted by 125+ CMOs from 18+ industries, and used at companies like Uber, CVS, and Coke

To Revolutionize Marketing Org

MMA’s MOSTT helped shape the definition of marketing missions, marketing org design, and marketing capability planning within firms of all sizes

MOSTT is a community of marketing experts and professors committed to rethinking the world of the modern marketing organization; Seeking To develop unique and actionable knowledge to guide CMO organization design decisions to compete more effectively and better drive business growth in today’s dramatically changing consumer and technology environment.

Goals

  • To identify and study organizational marketing best practices in the age of technological advances, rising customer expectations, and new competition, to drive thought leadership in the field.
  • To track and benchmark marketing org trends to help CMOs foresee the future and develop innovative Marketing Org strategies.
  • To be a central source of all insights on marketing org to accelerate the transformation of modern marketing organizations
  • To engage with marketing and HR leaders and facilitate collaboration to drive thought leadership.

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.

Created in collaboration with MMA’s MOSTT, the MarCaps framework and comprehensive set of capability metrics help firms design modern marketing organizations. MarCaps Readiness Assessment evaluates current capabilities and helps create a change agenda to align capabilities with growth strategies.

 

Academic Partners

MarCaps Team

Academic Team:

Omar Rodríguez Vila, PhD
Associate Professor of Practice in Marketing
Goizueta Business School, Emory University

Omar is CEO at MarCaps and Associate Professor of Marketing Practice at the Goizueta Business School of Emory University. Prior to joining Goizueta Business School, Omar was a faculty member at the Scheller College of Business at the Georgia Institute of Technology where he earned the Core Professor of the Year Award for three consecutive years. Prior to his career in academics, Omar held positions in marketing at The Coca-Cola Company including as the Global Vice-President of Integrated Marketing Communications and Integrated Marketing Director for Coca-Cola China.

Dr. Neil Morgan
PetSmart Distinguished Chair in Marketing
Kelley School of Business, Indiana University

Neil is a partner at MarCaps and PetSmart, Inc. Distinguished Chair in Marketing at Indiana University’s Kelley School of Business. Prior to co-founding MarCaps LLC, Neil consulted with a wide range of companies in the areas of marketing strategy and brand management. He has served on the board at Menguin, and is currently a board member at Blake’s Seed-Based Snacks. Neil is also a multi-award-winning MBA teacher and a frequent speaker in management development and executive education programs around the world.

Dr. Sundar Bharadwaj
The Coca Cola Company Chair, Professor of Marketing
The University of Georgia, The Terry College of Business

Sundar is a partner at MarCaps and The Coca-Cola Company Chair Professor of Marketing at the Terry College of Business, University of Georgia and Senior Research Fellow at the Indian School of Business. Prior to that, he served as a Professor of Marketing at the Goizueta Business School, Emory University. His research has been published in major academic journals and focuses on business problems relating to current and long-term financial returns and risks to marketing investments in brands, customers, innovation, and marketing capabilities and strategy.

Industry Consultants:

Shubu Mitra
COO
MarCaps LLC

Shubu is COO of MarCaps and is dedicated to helping clients successfully apply MarCaps frameworks, tools and processes to develop a growth-oriented marketing capabilities plan. Shubu started his career as a consultant with McKinsey & Company and worked with several CPG clients on brand growth strategy and marketing spend effectiveness.

Peter Schelstraete
Co-Founder & CEO
Ubuntoo

Peter is partner at MarCaps and Co-founder and CEO of UBUNTOO, a sustainability startup with a mission to accelerate scalable environmental solutions and innovations. Prior to co-founding MarCaps and UBUNTOO, Peter was at The Coca-Cola Company. In his 19 years’ tenure, he held a variety of high profiles roles, including Global VP Digital & Assets and CMO for Asia Pacific.

Marketing Partner

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