The right column describes how shared services address each dimension by executing repeatable work, applying standards, scaling proven practices, delivering services, and improving efficiency and throughput. The figure illustrates how COEs and shared services perform complementary roles, with COEs defining what good looks like and shared services delivering it consistently at scale.

However, for a concept that’s been around a long time, shared services’ reputation isn’t good. Disdain is at an all-time high because employees complain that shared services are: Too rigid. If you want to cause a DevOps or agile team some grief, tell them that they have to use a shared service for a critical path to value delivery. In general, organizational shared services have a poor reputation for responsiveness and flexibility, especially for work that’s more complex.

Figure 3 A Business And Technology-Focused EA Shared Service This figure represents an EA practice that operates as a business capability-based EA. Consumers of EA services see the EA practice as an architectural shared service for both IT and business. The EA leader controls All resources, services, and governance. EA leaders assess demand from the business and IT delivery teams.

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This rests on shared services and platforms, including employee services, organizational enablement, and technology services, which feed foundational capabilities and expertise into the loop and receive product thinking and continuous discovery from it.

Key trade-off: While efficient, shared services can feel transactional without strong alignment to business goals. CMOs should maintain strategic oversight to prevent disconnects between service delivery and growth objectives. Hybrid coordination combines strategic oversight with local flexibility. The hybrid model combines COE strategic oversight with shared services efficiency while enabling regional execution.

Use This Model To Support Innovation, Automate Work, Restore Trust In Shared Services, And Enable Employees

The drawing also depicts the allocation of out-of-campaign spending to shared services and other non-campaign-specific areas. Figure 1 A Strategic Budget Starts At The Top The Strategic Budget Allocation Model begins with a top-down view of the total marketing budget. It segments the budget into three foundational categories, each representing a distinct type of investment.

Leaders align teams on how the plan will operate across central, shared services, and regions; they then approve the integrated plan. Suggested uses of AI in this phase of campaign implementation are (see Figure 6): Determining program family balance. Automation AI can consolidate performance, cost, and engagement data across campaigns and segments.

Service centers may also be known as shared services, service desks, and help desks. They’re commonly found in corporate functions with a support role in finance, marketing, and IT. Centers of excellence respond to demand with specialized expertise. These small teams of experts provide advisory or consultative services, as they tap into emerging trends, experiment with new technologies, create and design overall capabilities and best practices, and establish new processes or standards.