AAR and ISBA Unveil the Evolution of the Marketing Operating Model

A new report from AAR in partnership with ISBA has revealed that while marketing leaders are doing their best to keep up with a fast-evolving landscape, many organisations are struggling to keep pace with the operational demands of modern marketing.

Although most CMO's are investing in transformation, only 51% feel that their marketing operations are fit for purpose, and they point to inefficiencies and misaligned structures continuing to hold back performance.

The research, based on insights from over 100 CMOs, marketing directors, and CEOs across multiple sectors, alongside interviews with leading marketers from PwC, Tesco, Ford, Specsavers, EY, KFC, BBC, VMO2 and NatWest explores the Evolution of the Marketing Operating Model (MOM) and offers a roadmap for improving agility, efficiency, and measurable business impact.

Headline Findings:

- Only 51% of CMOs believe their current MOM is high performing.

- 36% of organisations have introduced Marketing Operations teams in the past year, but many still lack clarity in processes and data-driven decision-making.

- CMOs are rethinking in-house and agency structures: 44% are building in-house media capabilities, yet 41% plan to eliminate in-house agencies and re-outsource work.

- Over half (52%) of CMOs see integrating media and creative as a significant challenge for the year ahead.

- 52% of CMOs are trialing Generative AI, which presents both opportunities and operational challenges across MOM pillars.

A Marketing Operation Model (MOM) is the HOW to marketing's WHAT

A MOM is the framework that ensures marketing strategies can be executed effectively. While marketers often focus on the ‘what’—strategy, creative, and media—the ‘how’ of marketing, which includes aligning people, partners, process, and platforms, is equally critical. Without a high-performing MOM, marketing strategies are at risk of under-delivering.

Insights from the Research

The findings highlight the growing complexity of marketing operations. Traditional campaign-driven workflows are being replaced by an always-on, personalised, and multi-platform approach that demands greater agility and collaboration. Yet many organisations lack the skills, resources, and clarity to adapt.

The report highlights several key areas where marketers are focusing their efforts:

- Transforming operating models to align with new marketing demands.

- Addressing inefficiencies in collaboration between creative and media teams.

- Leveraging Generative AI while mitigating associated risks.

- Designing MOMs that balance efficiency with the ability to unleash strategic and creative potential.

A Call to Action for Marketing Leaders

This report not only evidences the challenges marketers face but provides actionable advice from AAR experts and marketing leaders who have embarked on their own MOM transformation journeys.

Victoria Fox, CEO at AAR, said, “I’ve been in this industry for 30 years, and I can honestly say I can’t recall a time with so much complexity and change. Every conversation I've had with a marketing leader over the last 12 months has uncovered the same tension; there is so much pressure for marketers to deliver on many different levels, as they simply cannot afford situations where their strategy is hampered or undeliverable due to operational issues.

“We designed this report to help marketing leaders address these challenges head-on and align their operating models with the demands of modern marketing. By focusing on people, partners, process, and platforms, CMOs can drive both efficiency and business impact.”

Nick Louisson, director of agency services at ISBA, said, “Marketers are increasingly stretched as the number of tasks, topics and innovations in our industry continues to grow. We see this tension both in this report and ISBA’s day to day interactions with members. It’s important to step back and look at how we organise ourselves.

“Reflecting on this study I can see as an industry we often over index on topics relating to platforms and partners. While under investing in the role people and processes play in unlocking value from platforms and partners. I trust this report will help our members reflect on their own operating models. It outlines where they can have the most impact in improving the way they create positive experiences for their consumers.”

View the full study here.