Sharebird
Sign Up / Sign In

How do you define what should be de-centralized or centralized core processes that impact how teams launch and execute campaigns?

Answer
3 Answers
Campaign Operations
  1. Nicolette Konkol
    Nicolette Konkol

    Morningstar SVP, Corporate Marketing | Formerly Ariba, Taleo, Showpad • 3y

    This question is specific to scaling a business. No one size fits all answer, what you choose to centralize or decentralize has a lot to do with what growth stage you are in and your priorities. In the case of Morningstar, we have central marketing functions (like brand, PR, demand, and customer marketing) and marketing functions like product marketing that live in a decentral business unit. Decentral models allow for agility and focus and the central functions play a role in consistency and amp ...Read More

    1,982 Views
  2. Sheena Sharma
    Sheena Sharma

    JumpCloud Vice President, Revenue Marketing • 2y

    I think that strategically, there are definitely some things that make sense to work from a centralized perspective: Ex. global lead scoring, tech stack integrations, lead routing, website operations. Then, there are places where decentralized operations make sense, especially as it relates to regional demand generation programs that need to be localized - emails, events, field, campaign activities. It became not scalable for us at Eventbrite at a certain point to have a single email marketing m ...Read More

    601 Views
  3. Erika Barbosa
    Erika Barbosa

    Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

    The direction for this question is specific to your business. The degree of centralization and decentralization is based on your business's goals, the structure that is best suited for your business at a given time, and available resources.

    What I recommend is considering the support needed for your goals based on the current stage of your business. This will help guide what should and shouldn't be centralized, understanding that these considerations can and will change over time.

    412 Views

Related Ask Me Anything Sessions

Sheena Sharma

Heap Vice President, Marketing Acquisition & Growth, Sheena Sharma on Campaign Operations

March 28 @ 10:00AM PT

View Answers
Erika Barbosa

Observable Head of Growth Marketing, Erika Barbosa on Campaign Operations

February 1 @ 10:00AM PT

View Answers
Nicolette Konkol

Morningstar Global Head of Demand Generation, Nicolette Konkol on Campaign Operations

July 21 @ 10:00AM PT

View Answers
See All Upcoming AMA's

Top Demand Generation Mentors