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Products & Services

Marketing Services Excellence: Driving Costs Down & Effectiveness Up

ID: PSM-289


Features:

24 Info Graphics

30 Data Graphics

325+ Metrics

10 Narratives

5 Best Practices


Pages: 64


Published: Pre-2013


Delivery Format: Shipped


 

License Options:
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Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Marketing organizations today are under increasing pressure to deliver quality services to their internal clients while holding down costs. To remain competitive, Marketing leaders need to understand how their expenses, services scope, resources, organizational structure, and use of off-shore labor sources compare with those at other companies so they can identify and close performance gaps.

This cross-industry benchmarking study provides metrics and critical insights for evaluating the effectiveness of the Marketing Services/Operations function, including Creative Services, Support Services and Market Research & Analytics Services.

World benchmarking leader Best Practices, LLC conducted this research to investigate how companies are effectively structuring and operating the Marketing Services function within an environment that is characterized today by increasing globalization and shrinking resources. The results will help Marketing executives and managers identify winning strategies they can use to improve internal quality and effectiveness.

This report provides:
  • Comparative average industry metrics for cost and lead time required for10 standardized Marketing Services deliverables including brochures, technical/white papers, web pages, print ads, direct mail, email, banners, data sheets, site refresh and web page translations
  • Successful cost cutting practices that pay off for research participants
  • Key management practices that help promote global consistency across multiple services locations
  • Comparison of varying Marketing Services models including Marketing Shared Services, Center of Excellence and In-House Agencies
  • Organizational structure diagrams
  • Effective performance measures
  • Trends for outsourcing, off-shoring and funding of Marketing Services

Industries Profiled:
Pharmaceutical; Chemical; Biotech; Aerospace; Banking; Manufacturing; High Tech; Consumer Products; Medical Device; Electronics; Internet; Health Care; Computer Software


Companies Profiled:
Agility; Alargan; Astellas; BASF; Boeing; Caterpillar; Charter; Cisco; Coca-Cola; Covidien; Hewlett Packard; Kodak; Lexis Nexis; IBM; Intel; Merck; Oracle; Shire; Westinghouse


Study Snapshot

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.

Key Findings

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.


Table of Contents

Executive Summary
      Research Overview
      Participating Companies
      Executive Brief
      Best-in-Class Comparison
      Cost-Cutting Practices that Pay off for Benchmark Participants
      Management Practices that Support Global Consistency
Marketing Services Landscape
      Creative Services, Support Services, Market Research & Analytics
Marketing Shared Services Model — Including In-House Agency & Center of Excellence Organizations
Performance Metrics & Trends
Best Practices & Lessons Learned
Appendix
      Company Information
      Detailed Data Charts