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5 Best Practices
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Best Practices, LLC engaged 24 Marketing leaders at 23 companies operating Marketing Services functions within North America, South America, Europe and Asia to participate in an online benchmarking survey. In addition, research analysts conducted deep-dive interviews with selected respondents to collect qualitative data & insights.
The study objective was to develop comparative industry metrics for deliverables cost , lead time & quality, as well as for structure type, drivers of program effectiveness and the number and type of services provided at leading companies. Results provide Marketing Services organizations with a reference point they may use in future strategic planning.
Organizational Model: Half the benchmark participants use a Shared Services/Center of Excellence or In-House Agency model for delivering Marketing Services. Of the “High Performing” companies in the study, 80% use one of these models.
Core Services: Digital/web, email & collateral are the core creative services—provided by more than 80%. Budget management, campaign management & performance measurement are the core marketing support services—provided by more than two-thirds.
Number of Regions for Locations: On average, participants have service locations in three of the eight benchmarked regions.
Top Trends: Increased integration with both IT and corporate Shared Services are on the horizon more than half the participants. Forty-five percent expect budget cuts in the next year.