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 may create 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. The MarCaps Readiness Assessment evaluates current capabilities and helps create a change agenda to align capabilities with growth strategies.