Service Adoption in GBS – Focus on Marketing Services

Global Business Services (GBS) organizations are increasingly playing a strategic role in marketing service delivery as enterprises seek greater agility, cost-efficiency, and digital innovation. This report examines how GBS centers have moved beyond traditional campaign execution to support more complex activities such as content localization, digital asset management, analytics, and performance reporting. The maturity of marketing delivery from GBS has improved significantly, with many organizations establishing global and regional hubs for campaign management and marketing operations.

The report highlights how AI-led transformation is accelerating content generation, campaign optimization, and personalization efforts, positioning GBS as a marketing evolution driver. While the adoption of marketing services in GBS lags more mature functions such as finance and accounting or HR, the gap is closing as GBS expands its capabilities in MarTech enablement, analytics, and platform governance. Enterprises face challenges around aligning marketing delivery with brand strategy and customer-facing teams, requiring thoughtful integration of sourcing models and emerging technologies.