Marketers need to drive growth now and in the future, so spotting capabilities that need strengthening is an essential skill that new guidance from the Mobile Marketing Association (MMA) clarifies through a clear formula.

Why it matters

Setting up for the medium-to-long term is rarely a case of picking one winner – marketers need to take a comprehensive view of what they can and can’t do and what actually matters for future growth. The MMA’s framework is a simple but powerful technique to understand and progress a marketing organisation. 

Takeaways

• Marketing capability fit is based on the ratio between your...