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In line with MMA’s strong commitment to helping brands capitalize on the dramatic changes in consumer behavior, technology innovations and marketplace disruptions, MMA launched the Marketing Organization Structure Think Tank, or MOSTT, this last September. The goal for MOSTT is to lead CMOs in accelerating marketing performance and business growth through best in class organizational design transformation.

As part of Phase I, the team led by Dr. Omar Rodriguez-Vila, Professor at Scheller College of Business at Georgia Tech, has conducted over 100 CMO interviews exploring marketer’s perspectives on their organization’s fit for the new environment and discussing significant changes that have already happened or need to happen.

In 2018, we plan to launch deep-dive studies into specific areas of interest identified in the MOSTT interviews including: Mobile Maturity focused on what it takes for marketing organizations to be great at mobile and consumer centricity and Performance vs Brand Mix to understand the best balance between performance and brand activities.

To get involved with MOSTT, email:

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