Shared Services Execution: Adopting An Agency Approach

As organizations simplify their portfolios of external agency relationships, marketing shared services groups are gaining new prominence. Adopt an internal agency mindset and processes to achieve results from shared services groups. If quality and utilization are deficient, the shared services group will be viewed as an inefficient cost center rather than a valuable internal partner.

Because they serve a captive audience of corporate stakeholders, marketing shared service groups (e.g., communications, internal creative agencies, market intelligence, analytics, demand centers) risk becoming complacent about deliverable quality and the treatment of internal customers. In this report, we explain the structural and process components required for transforming a stagnant marketing shared service group into a high-performing internal service provider.