Published: 25 July 2023
Marketing centers of excellence are designed to effectively build and propagate core capabilities that can be consistently executed at scale. Tech CMOs should develop their use of COEs by highlighting key drivers and addressing challenges to accelerate marketing maturity.
The 2022 Gartner Tech Marketing Organizational Design Survey identified competency, marketing results and efficiencies as the top three drivers for implementing marketing centers of excellence (COEs) or shared services models. For high-growth organizations, agility and speed of delivery were much more important, while cost savings were a much lower consideration, compared with non-high-growth organizations.
The top three challenges in implementing a COE or shared services model across all tech marketing leaders, regardless of growth levels, were poor governance and processes, internal power conflicts, and extended time frame due to project prioritization.
Talent skill set and competency emerged as
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