Many organisations are establishing Centres of Excellence (COE) to establish a common vision, mission and strategy for transforming marketing in the digital age. Often the COE acts as a catalyst within the organisation to interpret the changes required, define the blueprint and roadmap to execute change and provide the resources to make this happen.
The Customer Framework (TCF) has a tried and tested methodology and significant client experience in how to successfully establish a COE. Some of the key elements within our approach that we have developed with our clients are:
COE CHARTER AND PURPOSE
High level expression of how the COE will transform the business and how it will build capability throughout the marketing organisation.
CRITICAL SUCCESS FACTORS
The key components of how success of the COE will be measured and how the COE will be judged in creating value for the organisation.
KEY DRIVERS TO EXECUTE THE COE BRILLIANTLY
The key levers to engage the business and maximise the perceived value of the COE and the effectiveness of the COE in driving thought leadership and operational delivery.
MAKING CHANGE HAPPEN
Being clear on the new behaviours to drive, and how these changes will be achieved.
COE TEAM STRUCTURE
The COE organisation model and design including interdependencies with other internal functions and external agency partners.
COE TEAM DELIVERABLES
The specific mission, objectives and key initiatives for the COE and the enablers that support delivery including technology, data platform, agency partners, policies and ways of working.