As organizations scale, they often have marketing functions sitting in many different areas. Perhaps there are social media people who work both locally and in the corporate office, like some of our hospitality clients. Or perhaps there are many different teams which produce content that should be used across digital properties, like a client of ours which is a trade organization.
In those situations, these organizations benefit from a structure that brings together various groups and sits outside of the regular reporting structure.
We work with clients to create short-term task forces, but in addition to those bodies, we also work with clients on defining and implementing long-term centers of excellence.
What is a center of excellence?
Sometimes called a “competency center” or “capability center,” in academia, a center of excellence (COE) brings together people from different disciplines and provides shared facilities/resources. In business, and especially marketing, COEs should go further, in order to do what Gartner describes as, “concentrating existing expertise and resources in a discipline or capability to attain and sustain world-class performance and value.” These long-term groups combine learning and … Read More