The Challenge

The modern marketing way of working is highly complex, involving lots of specialised disciplines. Inevitably, people fill in gaps in their knowledge with assumptions about what things mean and whose job it is to get them done. Traditional job titles often don't provide enough information to answer specific operational questions such as who is responsible for SEO optimisation or market segmentation. By building an operational structure based on functions and tasks rather than job titles, it becomes much easier to identify the specific individuals or teams responsible for each task or function.

Role-based hierarchy

Activity-oritentated hierarchy

The Approach

With a Modus-based operational structure, it would be easy to identify the individual or team responsible for SEO optimisation within a product line or to find the person or team responsible for market segmentation. Similarly, it would be easy to identify the person or team accountable for the successful delivery of the marketing strategy. This kind of clarity and transparency can help organisations operate more efficiently and effectively, by enabling individuals to quickly and easily identify who they need to speak to in order to solve specific operational problems.

To achieve these goals, Modus needs to be a powerful tool that allows for complex workflows. For example, it should allow users to create nested hierarchies of functions and activities, copy and paste parts of the operating structure, duplicate entire operating models, and compare models to highlight differences between hundreds of activities. These features would enable users to quickly and easily experiment with different operating models, identify areas for improvement, and develop more effective and efficient structures.

Structural exploration - 3D

Structural exploration - nested hierarchy in 3D

Structural exploration - nested hierarchy in 2D

Modus needs to act as a company-wide resource tool, providing an invaluable source of shared information that helps everyone in the company understand how marketing is structured, which tasks are needed to fulfill all the marketing functions, and who is responsible and accountable for each task. This makes it not only useful for long-serving staff but particularly invaluable for new joiners who need to quickly understand the marketing structure and to find their place within it.

Lastly, by creating an up-to-date, well define operating structure, it improves communication and collaboration across different departments and teams within the company helping other teams work more effectively with the marketing team and vice versa.

Our Solution

The main view of Modus visualises the structure of the operating model, broken down into functions, domains, sub-domains, and areas.