Gartner Research

Defining Centers of Excellence in Marketing, What They Do and When to Utilize Them

Published: 14 August 2018

ID: G00347218

Analyst(s): Ewan McIntyre


Centers of excellence are designed to help build core capabilities with scale and consistency. Marketing leaders must understand what a marketing COE is, and how and when it can be used to accelerate maturity and capability development.

Table Of Contents


  • What Is a COE?
  • Prevalence of COEs
    • How Do COEs Differ From Shared Services Functions?
    • What Do COEs Do Well?
    • Should Organizations Build a Dedicated Digital COE?
  • Understand the Difference Between an Innovation Center and a COE
  • How and When to Use a COE
    • What to Do Next

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