Best Practice Report

Marketing Technology Management: Corporate And Regional Responsibilities

December 1st, 2021
With contributors:
Cristina De Martini , Ella Sullivan , Ellen Lind

Summary

Achieving best-in-class technology alignment globally requires defined interlock and governance across corporate and regional marketing operations teams. Corporate and regional marketing operations teams must align on the priorities that serve both teams’ business objectives, and they must build a coordinated, optimized technology infrastructure that supports these priorities. In this report, we describe the technology alignment and management responsibilities of corporate and regional marketing operations teams within four operating-model scenarios.

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