Published: 19 April 2023
Centers of excellence are designed to effectively build core capabilities that can be consistently delivered at scale. CMOs must understand what a marketing COE is, how and when it can be used to accelerate maturity and capability development, and the steps to take to establish one.
CMOs are evolving their teams through increased centralization to create more efficient, scalable, flexible and resilient marketing organizations.
With an increased focus on streamlined and centralized operations, centers of excellence (COEs) are an increasingly popular structure within marketing organizations. Many marketing organizations that are centralizing functions and capabilities are using a COE.
Because being centralized isn’t the same as being a COE, CMOs often confuse COEs with other centralized structures, such as shared service teams. But miring COEs in operational execution can stymie their ability to grow and evolve strategically important capabilities.
To effectively build and benefit from COEs:
Clarify
Clients can log in to view the entire document.
Analysts:
Gartner research, which includes in-depth proprietary studies, peer and industry best practices, trend analysis and quantitative modeling, enables us to offer innovative approaches that can help you drive stronger, more sustainable business performance.
Our independence as a research firm enables our experts to provide unbiased advice you can trust.
Not only is Gartner research unbiased, it also contains key take-aways and recommendations for impactful next steps.
Our research practices and procedures distill large volumes of data into clear, precise recommendations.
We provide actionable, objective insight to help organizations make smarter, faster decisions to stay ahead of disruption and accelerate growth.
We offer one-on-one guidance tailored to your mission-critical priorities.
We work with you to select the best-fit providers and tools, so you avoid the costly repercussions of a poor decision.
Connect directly with peers to discuss common issues and initiatives and accelerate, validate and solidify your strategy.
Gartner clients can log in to access the full library.
Connect with CMOs and marketing leaders to get the latest insights on marketing technology, trends, innovation and more.
©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.
