Modus - Perfect your operating structure
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Modus - Perfect your operating structure

In an ever-changing world of large companies' operating structure, it is easy to lose sight of who is doing what task, and who is responsible or accountable for which part of the business. To succeed, it requires many different roles working in unison, with everyone having a clear understanding of each other’s responsibilities.

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-orientated 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 3D
Structural Exploration - Nested Hierarchy 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.

Functions are the high-level categories that group together related tasks and activities within the marketing team, such as Brand & Communication, Product Marketing, or Market Research. Each function is color-coded to make it easier to identify and distinguish between them.

Within each function, there are typically several domains, which represent the different areas of focus within the function. Sub-domains further break down each domain into more specific areas of focus.

Finally, areas represent the individual tasks and activities that need to be performed within each sub-domain.

This nested approach provides a clear and comprehensive overview of how the marketing team is structured and how it operates on a day-to-day basis. By breaking down functions into domains, sub-domains, and areas, Modus makes it easier to understand the different areas of focus within the marketing team and the specific tasks and activities that need to be performed within each one.

Modus's default structure is fully collapsed to maximize visibility and reduce clutter, but users have the ability to expand and dive into selected functions to explore more detail.


Contextual information

Modus also provides a range of contextual information for each activity block. This information includes which role and person is accountable for each activity, as well as which team members are responsible for getting it done. By clearly defining roles and responsibilities, Modus helps ensure that everyone understands who is responsible for what, which can help improve accountability and reduce confusion.


The same can also be used in reverse, providing a clear understanding of all the tasks that are linked to a role or person.

Defining Operating Models

Modus speeds up the process of defining the operating model by using a simple visual editor to create and modify tasks. This editor allows users to drag and drop activities into different positions as well as rename them. Additionally, users can connect activities to specific roles, which can help identify gaps in the process. By utilising these features, teams can work more efficiently and effectively towards developing a well-defined operating model that meets their needs.

Exploring Operating Models

When dealing with complex operating models that consist of hundreds of items, finding specific tasks can be a daunting task. That's why users need an effective way to navigate the operating model to locate the information they need quickly and easily.

Modus provides multi-dimensional filter functionality, which allows users to define what matters most to them and reduce the noise. This feature enables users to filter information based on a range of criteria, such as activity type, business unit, and market. By doing so, users can focus only on the information that's relevant to them and ignore the rest.

Another useful feature in navigating an operating model is the search functionality. This feature highlights where specific activities, roles, or people appear in the operating model. With the search functionality, users can easily locate the information they need without having to sift through hundreds of items manually.

Moreover, users can combine the filter and search functionality to create a powerful tool for navigating the operating model. By doing so, they can focus on specific information that matters to them and easily locate it within the model.

Overall, the combination of these features makes navigating an operating model much more manageable, allowing users to find the information they need quickly and efficiently.

Adapting Operating Models

Modus allows for easy creation of a clone of the official operating model. This enables senior management to build what-if scenarios and explore new ways to structure teams and activities. These changes can result from identified issues such as understaffing or lack of capabilities. Modus provides a structured way to propose and review changes to the operating model.

Comparing the differences between the proposed changes and the current operating model can be difficult. Things can be missing across the hundreds of combinations between activities and roles. Modus makes it super easy to compare scenarios and see what’s changed, enabling decision-makers to weigh up the pros and cons.

Understanding the differences between two versions of the operating model

Using a visual structure to define the operating model allows for powerful quantitative visualisations that further enable decision-makers to continually optimize their operating model.


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