{"id":4250158,"date":"2017-06-21T13:05:36","date_gmt":"2017-06-21T11:05:36","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/what-is-a-marketing-centre-of-excellence-and-do-you-need-one\/"},"modified":"2017-06-21T13:05:36","modified_gmt":"2017-06-21T11:05:36","slug":"what-is-a-marketing-centre-of-excellence-and-do-you-need-one","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-nl\/insight\/what-is-a-marketing-centre-of-excellence-and-do-you-need-one\/","title":{"rendered":"What is a marketing centre of excellence and do you need one?"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tWhat is a marketing centre of excellence and do you need one?\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tMellissa Flowerdew-Clarke\t\t
\n\t\tVP of Marketing, EMEA\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t21 June 2017\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\t\t\n\n\t\tRecently, the American Marketing Association stated that \u201cto keep up with marketing\u2019s continuous evolution, companies could get a jump on their competitors by creating a centre of excellence\u201d. But what does this mean, and how do you do it?\t<\/h2>\n\n\n\t\tWhat do we mean by \u2018Centre of Excellence\u2019 (CoE)? Is it just another buzzword to add to the pile? Gartner\u00a0defines a COE as\u00a0\u201ca physical or virtual center of knowledge concentrating existing expertise and resources in a discipline or capability to attain and sustain world-class performance and value\u201d<\/em>.\t<\/p>\n\n\n\t\tIn essence, a CoE is a team that leads others in the organisation in a particular area of expertise, whether that be technology, skill or discipline. A CoE provides leadership, best practices, research, support and\/or training. It breaks down silos and improves efficiency to the drive success of business critical metrics. So while it\u2019s name may sound buzzwordy, it\u2019s definition isn\u2019t a fad.\t<\/p>\n\n\n\t\tDo we need a marketing CoE?\t<\/h2>\n\n\n\t\tSo how do you figure out if your company needs to build a Marketing Centre of Excellence (CoE)? This answer is likely to be yes if your organisation needs to improve specific marketing capabilities that are important for critical business results such as revenue growth.\t<\/p>\n\n\n\t\tIt\u2019s also a yes if you require your marketers to have knowledge about a particular area (such as customer experience) and the knowledge is difficult to acquire, or if centralised processes would improve performance.\t<\/p>\n\n\n\t\tWhat does it look like?\t<\/h2>\n\n\n\t\tA CoE is more than simply centralising your marketing functions. In the below diagram, Jim Yu, founder of\u00a0BrightEdge, has identified three key steps in the development of a Digital Marketing CoE.\t<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t