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.
Scope
Industry: marketing services
Geography: global
The assessment is based on Everest Group’s annual RFI process, secondary sources of information, interactions with industry experts, and an ongoing analysis of the market
Contents
In this report, we examine:
Elements of the marketing operating model and the factors driving its transformation
Globalized marketing delivery and the enterprise implications for its adoption
Elements of the marketing sourcing model (in-house and outsourced)
Adoption of a balanced shoring mix by locations, buyer size, and industry with key focus geographies
Enabling pillars of the marketing operating model – governance, technology, risk mitigation, and underlying operating philosophy
Generative AI’s impact on the marketing operating model
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