JOIN THE MOVEMENT. SHAPE YOUR FUTURE.

Use the Movement Readiness Index (MRI) to see how prepared your organisation is to create value through marketing as a business system.

Score each SHAPE pillar, calculate a weighted MRI, read your band, and plan your next potential move to progress forward.  

 

Movement Band Readout & Next-Quarter Moves*

Movement‑grade (≥ 4.2) – Protect your edge. Double down on ROS bets (brand equity, category design, memory structure). Guard ROMI; Continue to invest in long‑term value.

Moves*: Distinctive brand assets expansion; demand‑capture elasticity tests; pricing/pack design with brand premium.

Orchestrated (3.4–4.1) – Tighten choreography and mid‑funnel efficiency; remove handoff friction.

Moves: IMC calendar with decision rights; SLAs for lead-gen handoffs; audience/offer matrices; cycle‑time reduction.

Defined (2.6–3.3) – Fix the plumbing and enablement; shorten the sales cycle.

Moves: Data hygiene sprint; lead taxonomy & de‑duplication; enablement kit; event lead capture; attribution baselines.

Ad‑hoc/Emerging (≤ 2.5) – Establish a north star and the minimum viable operating rhythm.

Moves: Positioning & value proposition; IMC vs. omnichannel basics; monthly growth council; ROE narrative and dashboards.


*Moves: After completing the MRI and selecting your gear (ROE/ROI/ROS), choose 2–3 initiatives for the next 90 days. Focus on those that remove the biggest constraints, so your weekly trackside habits shift the markers toward greater efficiency, effectiveness, and alignment. Pick Moves aligned with your SHAPE deficit, assign a clear owner, and define one measurable success metric for each Move.

 

Scoring scale (1–5):

1 = ad-hoc/no evidence
3 = partial/uneven
5 = consistent, evidenced, repeatable

Pillar Probe (score each 1–5) Your scores
1 2 3 4 5		 Average Scores x Weighting

S

Strategy

  • Are business goals clear and used as the north star?
  • Do you use the Audience Compass to inform choices?
  • Do plans connect the ‘why’ to a practical ‘how’?

＿＿

+ ＿＿

+ ＿＿

= ＿＿

x 0.25

H

Heart

  • Is the brand distinctive, and building trust and loyalty?
  • Are leadership currencies invested and visible?
  • Do brand and customer experience meet seamlessly to reinforce employee culture?

＿＿

+ ＿＿

+ ＿＿

= ＿＿

x 0.25

A

Activation

  • Do you have the right roles, tools and processes in place?
  • Where is the team on the maturity ladder?
  • Are time‑to‑launch and handoffs efficient?

＿＿

+ ＿＿

+ ＿＿

= ＿＿

x 0.25

P

Purpose

  • Are you oriented to meet your audience where they are?
  • Do People × Purpose × Technology align in decisions?
  • Does your purpose translate into measurable customer value?

＿＿

+ ＿＿

+ ＿＿

= ＿＿

x 0.25

E

Execution

  • Are channels, content and campaigns orchestrated end‑to‑end?
  • Do you run the Behavioural OS (signals, markers, habits, gear shifts)?
  • Are outcomes improving (ROMI, MER, CAC:CLTV)?

＿＿

+ ＿＿

+ ＿＿

= ＿＿

x 0.25
MRI = Σ(weight × pillar average) Your Weighted MRI score: ＿＿＿＿＿＿

 

SHAPE THE FUTURE OF MARKETING

THE MARKETING MOVEMENT is built on five SHAPE pillars. It blends the structure of a blueprint with the practicality of a playbook, giving leaders a system to align people, purpose, and technology to move with deeper intention.

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