MMA Global Launches Think Tank for Marketing Organization Structures

The Mobile Marketing Association (MMA) has established a new think tank, the Marketing Organization Structure Think Tank (MOSTT), aimed at redefining the organizational structures within modern marketing departments. The initiative seeks to guide Chief Marketing Officers (CMOs) in accelerating marketing performance and business growth through optimized organizational design.

The initial phase of MOSTT involves in-depth analysis and over 100 interviews with brand leaders, conducted by academics from Georgia Tech, the University of Georgia, and Indiana University. The research focuses on how changes driven by analytics, real-time programming, social networks, and mobile technology are impacting organizational structures.

Greg Stuart, CEO of MMA, stated that marketing organization design has not kept pace with shifts in consumer behavior and technological advancements. He highlighted that current organizational structures are a significant impediment to adopting emerging technologies and gaining competitive advantages. MOSTT's steering committee includes marketing executives from major global brands, with Salesforce serving as a strategic partner.

Early findings from a related survey indicate that while organizational changes are accelerating, many marketers feel the pace is insufficient to maintain a competitive edge. Technology adoption is the primary driver for reorganizations, though cost-cutting and M&A activities also play a role. Furthermore, skill shortages in key areas such as data analytics and mobile marketing are identified as potential challenges to effective execution.