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MOSTT is a community of marketing experts and professors committed to rethinking the world of the modern marketing organization; seeking to guide marketers on real innovation in marketing org design.
The MOSTT frameworks, tools, and processes are the result of 3+ years of collaborative research between academics and practitioners
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
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.
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.