Centers of Excellence: How to Drive Your Marketing Performance Past the Norm | By Laura Patterson

The concept of Marketing serving as a Center of Excellence (CoE) within an organization is beginning to see traction. In their recent 2017 Marketing Benchmark Report: Centers of Excellence Key to Boost MarTech Adoption and Maturity, Marketo identified a variety of challenges and opportunities facing marketers that can be more easily overcome when Marketing operates as a CoE. Marketo insists that Marketing organizations must operate as CoEs to eliminate the inefficiencies of being a siloed organization. Recently, the American Marketing Associate declared that “to keep up with marketing’s continuous evolution, companies could get a jump on their competitors by creating a “center of excellence.”