The document outlines a marketing team's approach to establishing a Marketing Automation Center of Excellence (COE) after their marketing functions were centralized. Their plan included: 1) auditing their automation system and implementing recommendations, 2) defining guidelines for enabling users vs a service model, 3) enabling users with tools and training, 4) establishing governance and support processes, and 5) implementing the changes in phases starting with basic functions. Their goal was to build maturity across technology, training, governance, and other areas to develop a true COE.

1. Our journey to building a
Marketing Automation Center
of Excellence (COE)

2. Our Challenge
• Starting from a very decentralized place
• Marketing function was not centralized
• Redundant tools for across the company
• Often misaligned not only with Sales, but other internal Marketing teams
• Company re-org changed things dramatically
• Marketing was centralized through-out the company
• Our team was reassigned to lead marketing automation for the global
enterprise
4
How do we do this?!

3. Our Approach and Plan
4
• Assessed the situation and looked for similar challenges
we solved
• Re-org removed redundancies, still not enough resources to centralize all
execution
• Looked at previous work done to enable other groups
• Decided on an "enablement" strategy
• An "enablement" approach was really the only feasible solution
• We had to strike the right balance between enabling and executing
• We created a plan to lead this change

4. Our Approach and Plan
4
Our plan:
• Audit our Marketing Automation system for readiness
• Implementing over a dozen recommendations
• Define guidelines for enabling vs. service request model
• Enable with tools and training
• Establish a service request process
• Establish a governance plan
• Rebooted internal user meetings
• Implementing in phased approach (basic steps first)

5. Our Approach and Plan
4
• Audited our Marketing Automation system for readiness
• Reviewed contact management, data management, fields and email
groups:
• Inbound and outbound data and data priority
• Contact and account field data
• Subscription management and preference center approach
• Programs and cloud connector migration or update needs
• Recommendations included:
• Replacing all cloud connectors in existing programs
• Documenting key contact fields
• Rebuilding Program Builder flows using Program Canvas

6. Our Approach and Plan
4
Our plan:
• Audit our Marketing Automation system for readiness
• Implementing over a dozen recommendations
• Define guidelines for enabling vs. service request model
• Enable with tools and training
• Establish a service request process
• Establish a governance plan
• Rebooted internal user meetings
• Implementing in phased approach (basic steps first)

7. Our Approach and Plan
4
• Defined guidelines for tool access vs. service request model
• Targeted communications must be part of your current role and work plan
• Required training must be completed for access to tools
• Migration plan from existing tools and onboarding
Role Type:
Frequency of
messages:
Functionality:
Basic 5 - 10 per quarter Basic emails
Intermediate 10 - 20 per quarter
+Campaigns and
landing pages
Advanced 20+ per quarter +Forms
Enabled access:Service request:

8. Our Approach and Plan
4
Our plan:
• Audit our Marketing Automation system for readiness
• Implementing over a dozen recommendations
• Define guidelines for enabling vs. service request model
• Enable with tools and training
• Establish a service request process
• Establish a governance plan
• Rebooted internal user meetings
• Implementing in phased approach (basic steps first)

9. Slide Title
10
Our Approach and Plan
• Established governance plan
• “Rebooted” our internal user meetings
• Distribute tasks among active users (by role type)
• Implement in multiple phases (start basic and establish a regular
cadence)
• Begin with asset and user management processes
• Continue with data management and system processes / controls
as needed
• Establish and create user training program

10. User Training Program
Conceptual
Tactical
• Oriented around capabilities – within
the context of Digital Marketing.
• Oriented around tactics and tools
Intro to Digital
Marketing
Demand
Generation and
Content Marketing
15
Delivered internally via on-demand video
Internal
Training
Modules
Oracle OMC
Academy

11. Going Forward…
4
• Build maturity in all areas to develop a true Center of
Excellence
qTechnology
qTraining
qGovernance
qSupport
qBest Practices
qChange Management
qMeasurement

12. Questions?
16
Thank you!

13. Slide Title
7

14. Slide Title
10
Slide Title