Gartner Research

Strengthening Decentralized Marketing Teams: Shared Services and Centers of Excellence for Marketing

Published: 12 June 2017

ID: G00344218

Analyst(s): Marketing Research Team


In this research we answer the question "How can shared services, centers of excellence, and councils help my decentralized Marketing team?" Shared services, centers of excellence, and councils can help decentralized Marketing teams in many ways. Shared marketing services can reduce duplication of effort and enable specialization for transactional roles at the corporate center, centers of excellence can drive the marketing function's innovation agenda and help to scale new ideas across the business, and councils can bring together colleagues with shared goals to discuss best practices and new paths to growth.

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Shared Services

Center of Excellence (CoE)


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