Globalized Marketing Operations: the Central Piece of Your Marketing Transformation

The marketing operating model has undergone significant disruption, compelling chief marketing officers to adapt to shifting consumer behavior, digital evolution, and technology trends, all within tight budgetary constraints. This pressure has led them to reassess their marketing sourcing and delivery strategies.

In this report, we uncover the factors driving the end-to-end transformation of the marketing operating model and highlight the core elements that are crucial for its success. We discuss marketing delivery and sourcing strategies, with a special focus on offshoring and nearshoring, identifying key geographies with low-cost, talent-rich offerings for marketing activities. We also explore the in-house sourcing landscape by emphasizing the role of marketing global business services centers. A talent sourcing checklist is provided for enterprises considering offshoring marketing activities.