Building a marketing department’s capabilities, now and in the future

Explores MMA research into marketing organisation capability building in order to ensure future growth.

Many marketing organisations face many of the same challenges. The Mobile Marketing Association’s MOSTT (Marketing Organisation Structure Think Tank) recently surveyed 650 of its members to understand where the problems lie. 

Do you have the right capabilities? 

According to the MMA’s research, CMOs are asking major questions surrounding structure, (de)centralisation, role and influence in the company, among others, but by far the biggest is about whether their departments have the right capabilities to compete now and in the future. 

For marketers to understand where they stand, the MMA has designed a simple calculation to work out what’s working, what’s not,...

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Bray Leino

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