Marketing Automation Center of Excellence (CoE): Governance Structure for Consistency and Scale
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This document proposes establishing a Marketing Automation Center of Excellence (CoE) to address current challenges around a lack of data governance, platform strategy, and knowledge sharing across marketing platforms. It outlines the purpose and benefits of a CoE, including increasing business value, decreasing costs, and accelerating speed to market. The CoE would be a cross-functional team that establishes best practices, improves efficiencies, and enables personalization, digitalization, and optimization of omni-channel programs. It describes the CoE's role in governing platforms, centralizing administration, and enabling shared learning across the organization.
Marketing Automation Center of Excellence (CoE): Governance Structure for Consistency and Scale
- 1. 1CONFIDENTIAL Proprietary Marketing Automation Center of Excellence (CoE) Governance Structure for Consistency and Scale March 2019
- 2. 2CONFIDENTIAL Proprietary Nice to Meet You Guilda Hilaire • 15+ years in the Marketing Automation industry • Touched product marketing and marketing operations, and managed global teams and vendors • Integral in multiple migrations to various automation platforms • Member of several customer advisory boards
- 3. 3CONFIDENTIAL Proprietary Purpose In this document, we will: 1. Align on current gaps 2. Look at roles and responsibilities 3. Identify resources to fill gaps 4. Highlight expected outcomes
- 4. 4CONFIDENTIAL Proprietary 4 Current challenges: fragmented platform framework • Lack of data governance and strategy across platforms; no unifying data model • No single point of contact to design data architecture to support the use cases • No central platform technical or security governance being centrally enforced • No central team educating LOBS on features and functionalities to use for test & learn • No oversight and central support across the platforms • Lack of knowledge around digital marketing best practice (i.e. test & learn / multivariate strategy) • No coordination across LOBs on multi-channel business needs • No clear over arching marketing automation platform strategy • Outsource platform support to external agency • Multiple users with limited to no knowledge on platform use/best practice, governance and reporting
- 5. 5CONFIDENTIAL Proprietary Marketing Automation CoE Defined • Establish best practices and standards to support multiple LoBs and product lines • Opportunity to create new and innovate existing channels to better serve members, brokers, providers, and payors • No one technology or service partner has ALL answers • The role of data and technology is significantly changing the way we do business with an even greater demand to ensure data is being handled securely and available for personalization • The speed of change will only accelerate • Opportunity to capitalize on this change to differentiate our business inside and outside the company
- 6. 6CONFIDENTIAL Proprietary A Marketing Automation CoE Avoids the Pitfalls • Small pockets of rock stars, with others struggling on execution • Poor customer experiences with colliding marketing efforts • Inconsistent execution resulting in difficult management and scale • Disparate measurement techniques • Activity without demonstrable results • Lack of support and discouraged users • Conflicts and redundancy in technologies being used
- 7. 7CONFIDENTIAL Proprietary The Marketing Automation CoE is a cross functional team that drives collaboration, improve efficiencies and alignment on strategy and tactics around the platforms to enable marketing teams to personalize, digitize and optimize omni-channel programs. Governing the use of the platforms and centralizing the administration to ensure digital best practices are followed and enablement of features and functionalities to support efforts around digital marketing. Enable shared learning and delivery consistency across the organization to innovate and effectively scale operations. 7 Who we are With a focus on To Establish A B Best practices and standards to support multiple LOBs and Operational excellence in creating and managing MarTech solutions.
- 8. 8CONFIDENTIAL Proprietary Marketing Automation CoE Benefits Increase Business Value Decrease Marketing and Service Costs Accelerate Speed to Market
- 9. 9CONFIDENTIAL Proprietary Marketing Automation CoE Charter – pillar of digital transformation Scalable marketing platform foundation Maximize utilization of platforms Remove silos and barriers Improve efficiency of processes and optimize growth Increase capability of teams Develop controls and ongoing governance Cross-functional knowledge sharing Improve data quality and management of leads
- 10. 10CONFIDENTIAL Proprietary Team Structure to support business agility Advantages Disadvantages • More connected to each business unit • Provides deeper insights at business unit level • More autonomy and flexibility • Faster moving • No standards or coordination • No training or shared best practices • No enterprise perspective • Inefficient, tactical use of resources • Limited growth opportunities for analysts • Better standardization • Focus on training, policies, and best practices • Evangelizes initiatives across organization • Enterprise, strategic perspective • Slow and bureaucratic (bottleneck) • Disconnected from the business • More reporting focused • Less effective for business units • More standardization • More training emphasis and best practices sharing • Enterprise perspective and connected to the business units • Faster moving at the “spokes” • More growth opportunities • Need strong executive sponsor • Requires buy-in from across organization • More communication and coordination Decentralized Centralized Hub-and-Spoke BestPractice
- 11. 11CONFIDENTIAL Proprietary COE would work closely with key teams in Marketing and beyond LOBs & Strategic Marketers Agency Mkt Ops Analytics (Digital & Consumer Ideate Generate Create Measure Primary partners for brand identity, conceptualization of des ign, content and layout Client Businesses and/or aligned Strategic Marketers who identify and articulate the digital need Primary partners for tracking member journey and evaluating performance Primary partners for development and execution of commercial member campaigns OCTO Infrastructure (Email Engineer) Global Security Compliance MarTech Ecosystem Team Legal LOB IT (e.g AIS) Data Engineering Supporting Infrastructure MarTech MACOE
- 12. 12CONFIDENTIAL Proprietary Marketing Automation CoE capability to serve the omni-channel platform demands Digital Maturity Platform Governance Change Management & Scale Strategy & Execution Adoption/ Training Vendor selection & platform management Data & Platform Admin MarTech MACOE Strategy & Execution: • Center of Excellence Operating Model • Support marketing teams on program execution • Define and own platform strategy Adoption/Training: • Streamlines the knowledge sharing • Deployment and Training strategy • Development best practice • Adoption strategy • Power Users • User Group Meetings • Program release roadmap & cadence Vendor selection & platform management: • Selection of Marketing Technology • Point of contact for vendor • Vendor Onboarding • Issue escalation • Troubleshooting Data & Platform Administration: • Data Architecture • Data Quality Strategy • Application rationalization strategy • Integration strategy • Security architecture • Infrastructure Architecture Platform Governance: • Prevent digital waste • Establishment of policies and standards • Test new technologies • Innovation Change Management & Scale: • Encourage adoption of digital technology • Update LOBs on changes in platform • Ensure all platform changes are built to scale • Process Management Digital Maturity: • Facilitate improved channel coordination • Foster increased personalization in messaging • Industry trends • Internal assessment • Gap analysis • Benchmark digital marketing maturity
- 13. 13CONFIDENTIAL Proprietary Marketing Automation CoE Staffing model illustrated MACOE Owner Executive Sponsor MACOE Business Lead MACOE Technical Lead Platform Administration Digital Maturity Digital Governance Change Management & Scale Strategy & Execution Adoption/ Training Vendor & platform management Data Administration
- 14. 14CONFIDENTIAL Proprietary Example of team responsibilities 14 ROLE RESPONSIBILITIES FTE Technical Lead, Marketing Automation Center of Excellence • Stay current on platform releases, new features, product roadmaps • Understand and connect business goals and challenges with the overall design of the various solutions • Act as an enthusiastic change agent with consulting experience to work with key business areas on platform solutions. • Oversee documentation for technical design and support planning that aligns with industry best practices and governance measures. • Lead/participate in efforts to define and promote patterns and best practices to grow platform knowledge and maturity within the organization • Assess/consult on high level Solution that best leverages the platform capabilities for various projects • Assistance in roadshows from a technology perspective (overview of capabilities and enablement) • Support in onboarding processes revolving around new technologies 1 Technical Lead, Marketing Automation Center of Excellence • Own oversight of marketing automation platforms, including but not limited to: designing solutions, ensuring quality and consistency across the platforms, defining requirements, and leading gap-analysis, understanding and managing technical debt, ensuring compliance and security • Act as a technical leader and assist with troubleshooting issues as needed. • Understanding and managing technical debt, ensuring compliance and security; and meeting internal and security requirements. • Oversee documentation for technical design and support planning that aligns with industry best practices and governance measures. • Drive technical delivery communications to maintain alignment of MACOE and key stakeholders. • Collaborate with peers in to apply best practices in system configurations • Stay current on platform releases, new features, product roadmaps to share with LOBs • Drive technical delivery communications to maintain alignment of MACOE and key stakeholders. 1 Business lead, Marketing Automation Center of Excellence • Identify areas for process improvement and establish effective and efficient processes • Maintain constant communication with internal stakeholders in terms of project updates and governance. • Advising key business stakeholders on digital marketing, leveraging best practices, creating tools and templates, and running envisioning sessions to define solutions that meet both near- and long-term objectives. • Define and implement marketing operations best practices as it relates to all the marketing functions 1
- 15. 15CONFIDENTIAL Proprietary Sample Marketing Automation CoE Roadmap Q1’19 Q2’19 Q3’19 Q4’19 Q1’20 Q2’20 MACOE Ramp Up Determination of FTEs and staffing model Steering Committee Oversight and establish COE model Technical Lead Activities Architecture Review Data Model and Process Alignment Prioritized technical projects to support Platform and Business goals Platform Lead Activities Capabilities Gap Analysis Training and Enablement Wave 1 Platform and Capabilities Roadmap and Execution Business Lead Activities Digital Maturity Assessment Business Value Maps Grow Personalization & Channel Coordination