This document proposes establishing a Marketing Automation Center of Excellence (CoE) to address current challenges around a lack of data governance, platform strategy, and knowledge sharing across marketing platforms. It outlines the purpose and benefits of a CoE, including increasing business value, decreasing costs, and accelerating speed to market. The CoE would be a cross-functional team that establishes best practices, improves efficiencies, and enables personalization, digitalization, and optimization of omni-channel programs. It describes the CoE's role in governing platforms, centralizing administration, and enabling shared learning across the organization.

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Marketing Automation Center of Excellence (CoE)
Governance Structure for Consistency and Scale
March 2019

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Nice to Meet You
Guilda Hilaire
• 15+ years in the Marketing Automation
industry
• Touched product marketing and marketing
operations, and managed global teams
and vendors
• Integral in multiple migrations to various
automation platforms
• Member of several customer advisory
boards

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Purpose
In this document, we will:
1. Align on current gaps
2. Look at roles and responsibilities
3. Identify resources to fill gaps
4. Highlight expected outcomes

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Current challenges: fragmented platform framework
• Lack of data governance and strategy across platforms; no unifying data model
• No single point of contact to design data architecture to support the use cases
• No central platform technical or security governance being centrally enforced
• No central team educating LOBS on features and functionalities to use for test &
learn
• No oversight and central support across the platforms
• Lack of knowledge around digital marketing best practice (i.e. test & learn /
multivariate strategy)
• No coordination across LOBs on multi-channel business needs
• No clear over arching marketing automation platform strategy
• Outsource platform support to external agency
• Multiple users with limited to no knowledge on platform use/best practice,
governance and reporting

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Marketing Automation CoE Defined
• Establish best practices and standards to
support multiple LoBs and product lines
• Opportunity to create new and innovate
existing channels to better serve members,
brokers, providers, and payors
• No one technology or service partner has
ALL answers
• The role of data and technology is
significantly changing the way we do business
with an even greater demand to ensure data is
being handled securely and available for
personalization
• The speed of change will only accelerate
• Opportunity to capitalize on this change to
differentiate our business inside and outside
the company

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A Marketing Automation CoE Avoids the Pitfalls
• Small pockets of rock stars, with others struggling on execution
• Poor customer experiences with colliding marketing efforts
• Inconsistent execution resulting in difficult management and scale
• Disparate measurement techniques
• Activity without demonstrable results
• Lack of support and discouraged users
• Conflicts and redundancy in technologies being used

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The Marketing Automation CoE is a cross
functional team that drives collaboration,
improve efficiencies and alignment on
strategy and tactics around the platforms to
enable marketing teams to personalize,
digitize and optimize omni-channel
programs.
Governing the use of the platforms and
centralizing the administration to ensure
digital best practices are followed and
enablement of features and functionalities
to support efforts around digital
marketing.
Enable shared learning and delivery
consistency across the organization to
innovate and effectively scale operations.
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Who we are With a focus on To Establish
A
B
Best practices and standards to support
multiple LOBs and Operational
excellence in creating and managing
MarTech solutions.

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Marketing Automation CoE Benefits
Increase
Business Value
Decrease
Marketing and
Service Costs
Accelerate
Speed to
Market

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Marketing Automation CoE Charter – pillar of digital transformation
Scalable marketing
platform foundation
Maximize utilization
of platforms
Remove silos and
barriers
Improve efficiency of
processes and
optimize growth
Increase capability
of teams
Develop controls and
ongoing governance
Cross-functional
knowledge sharing
Improve data quality
and management of
leads

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Team Structure to support business agility
Advantages Disadvantages
• More connected to each business unit
• Provides deeper insights at business unit
level
• More autonomy and flexibility
• Faster moving
• No standards or coordination
• No training or shared best practices
• No enterprise perspective
• Inefficient, tactical use of resources
• Limited growth opportunities for analysts
• Better standardization
• Focus on training, policies, and best practices
• Evangelizes initiatives across organization
• Enterprise, strategic perspective
• Slow and bureaucratic (bottleneck)
• Disconnected from the business
• More reporting focused
• Less effective for business units
• More standardization
• More training emphasis and best practices
sharing
• Enterprise perspective and connected to the
business units
• Faster moving at the “spokes”
• More growth opportunities
• Need strong executive sponsor
• Requires buy-in from across organization
• More communication and coordination
Decentralized
Centralized
Hub-and-Spoke
BestPractice

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COE would work closely with key teams in Marketing and beyond
LOBs &
Strategic
Marketers
Agency
Mkt Ops
Analytics
(Digital &
Consumer
Ideate
Generate
Create
Measure
Primary partners
for brand identity,
conceptualization ​of ​des
ign, content and layout
Client Businesses and/or aligned
Strategic Marketers ​ who identify
and ​ articulate the digital need
Primary partners for
tracking member journey
and evaluating
performance
Primary partners for development
and execution of commercial
member campaigns
OCTO Infrastructure
(Email Engineer)
Global Security Compliance MarTech
Ecosystem
Team
Legal
LOB IT
(e.g AIS)
Data
Engineering
Supporting Infrastructure
MarTech
MACOE

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Marketing Automation CoE capability to serve the omni-channel platform
demands
Digital
Maturity
Platform
Governance
Change
Management
& Scale
Strategy &
Execution
Adoption/
Training
Vendor
selection &
platform
management
Data &
Platform
Admin
MarTech
MACOE
Strategy & Execution:
• Center of Excellence Operating Model
• Support marketing teams on program
execution
• Define and own platform strategy
Adoption/Training:
• Streamlines the knowledge sharing
• Deployment and Training strategy
• Development best practice
• Adoption strategy
• Power Users
• User Group Meetings
• Program release roadmap & cadence
Vendor selection & platform
management:
• Selection of Marketing Technology
• Point of contact for vendor
• Vendor Onboarding
• Issue escalation
• Troubleshooting
Data & Platform Administration:
• Data Architecture
• Data Quality Strategy
• Application rationalization strategy
• Integration strategy
• Security architecture
• Infrastructure Architecture
Platform Governance:
• Prevent digital waste
• Establishment of policies and
standards
• Test new technologies
• Innovation
Change Management & Scale:
• Encourage adoption of digital
technology
• Update LOBs on changes in platform
• Ensure all platform changes are built to
scale
• Process Management
Digital Maturity:
• Facilitate improved channel
coordination
• Foster increased personalization in
messaging
• Industry trends
• Internal assessment
• Gap analysis
• Benchmark digital marketing maturity

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Marketing Automation CoE Staffing model illustrated
MACOE Owner
Executive Sponsor
MACOE Business Lead MACOE Technical Lead
Platform
Administration
Digital
Maturity
Digital
Governance
Change
Management &
Scale
Strategy &
Execution
Adoption/
Training
Vendor &
platform
management
Data
Administration

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Example of team responsibilities
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ROLE RESPONSIBILITIES FTE
Technical Lead, Marketing
Automation Center of
Excellence
• Stay current on platform releases, new features, product roadmaps
• Understand and connect business goals and challenges with the overall design of the various solutions
• Act as an enthusiastic change agent with consulting experience to work with key business areas on platform solutions.
• Oversee documentation for technical design and support planning that aligns with industry best practices and governance
measures.
• Lead/participate in efforts to define and promote patterns and best practices to grow platform knowledge and maturity within
the organization
• Assess/consult on high level Solution that best leverages the platform capabilities for various projects
• Assistance in roadshows from a technology perspective (overview of capabilities and enablement)
• Support in onboarding processes revolving around new technologies
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Technical Lead, Marketing
Automation Center of
Excellence
• Own oversight of marketing automation platforms, including but not limited to: designing solutions, ensuring quality and
consistency across the platforms, defining requirements, and leading gap-analysis, understanding and managing technical
debt, ensuring compliance and security
• Act as a technical leader and assist with troubleshooting issues as needed.
• Understanding and managing technical debt, ensuring compliance and security; and meeting internal and security
requirements.
• Oversee documentation for technical design and support planning that aligns with industry best practices and governance
measures.
• Drive technical delivery communications to maintain alignment of MACOE and key stakeholders.
• Collaborate with peers in to apply best practices in system configurations
• Stay current on platform releases, new features, product roadmaps to share with LOBs
• Drive technical delivery communications to maintain alignment of MACOE and key stakeholders.
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Business lead, Marketing
Automation Center of
Excellence
• Identify areas for process improvement and establish effective and efficient processes
• Maintain constant communication with internal stakeholders in terms of project updates and governance.
• Advising key business stakeholders on digital marketing, leveraging best practices, creating tools and templates, and running
envisioning sessions to define solutions that meet both near- and long-term objectives.
• Define and implement marketing operations best practices as it relates to all the marketing functions
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Sample Marketing Automation CoE Roadmap
Q1’19 Q2’19 Q3’19 Q4’19 Q1’20 Q2’20
MACOE Ramp Up
Determination of FTEs and staffing
model
Steering Committee Oversight and establish COE model
Technical Lead Activities
Architecture
Review
Data Model and
Process
Alignment
Prioritized technical projects to
support Platform and Business goals
Platform Lead Activities
Capabilities
Gap Analysis
Training and
Enablement
Wave 1
Platform and Capabilities Roadmap
and Execution
Business Lead Activities
Digital Maturity
Assessment
Business Value
Maps
Grow Personalization & Channel
Coordination

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Thank You