Strategy

Should You Centralize OR Decentralize Marketing Campaign Operations?

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By Kevin Joyce

If you are a growing enterprise with regional and perhaps international locations, and you are going through a digital transformation and building out a marketing operations function, you must inevitably decide what to centralize and what to decentralize. For functions like data quality management or vendor management, centralization is an easy decision. The decisions around marketing campaign operations design and development are more difficult.

The Case for Centralizing Marketing Campaign Operations

What skills and resources are needed to operate a campaign center of excellence?

  • Analysis and reporting skills
  • Program and campaign architecture and design, including multi-channel campaigns and ABM.
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Headshot of Kevin Joyce

Kevin Joyce

Kevin Joyce is VP of strategy services for The Pedowitz Group. He's a marketing executive with 34 years of experience in high tech, in positions in engineering, marketing, and sales. In the past 16 years Mr. Joyce has worked with many companies on their revenue marketing and demand generation strategies. With a unique combination of marketing skills and sales experience he helps bridge the gap between sales and marketing.

Mr. Joyce has successfully launched numerous products and services as a Director of Product Marketing at Sequent, as a Director of Sales at IBM, as Vice President of Marketing at Unicru, and as CEO at Rubicon Marketing Group. He has been VP of Marketing Strategy with the Pedowitz Group for more than six years. He holds a BS in Engineering from the University of Limerick, Ireland and a MBA from the University of Portland. Connect with Kevin on LinkedIn or email him at kevin@pedowitzgroup.com. Download TPG’s new white paper: 'TPG ONE: A New Approach to the Customer Journey.'

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