Learn techniques for launching or improving a Digital CoE

Best practices and examples of creating, managing and improving a digital centre of excellence

Managing Digital Marketing Teams Toolkit
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Digital Marketing Centre of Excellence Best Practices

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About the guide

The role of a Digital CoE is to maximise the potential opportunities of digital media and technology to meet the multichannel marketing goals of an organisation by encouraging adoption of best practice in deploying relevant digital media, experiences, insight and technology across an organisation.

This guide will inform how to launch, manage and improve a digital CoE and you to make the most of it right across the business.

A digital CoE can increase efficiency, develop skills and have drastic improvements right across the business.

Is a digital CoE for you?

Gartner recommends using this checklist to gauge if a CoE is right for your organization. COEs are worth exploring when these conditions exist:

  • Specific capabilities are needed
  • Specialized knowledge is required
  • Knowledge is difficult to acquire
  • The capability is important to the business
  • Central oversight is required
  • Organization culture and size align to the CoE model
  • The capability is relatively homogeneous

Although many of the examples of DCoE we include in this briefing are global mega-brands like 3M, Nestle, Johnson & Johnson and Unilever we believe and know from members we talk to who have a DCoE that the 18 techniques we explain in this briefing are relevant to all types of businesses where multiple people need to be developing their skills in managing and optimising digital marketing.

Who is this guide for?

This briefing is aimed at businesses setting up a digital marketing CoE for the first time or reviewing how their CoE is run. It is most relevant for current heads of marketing or heads of digital marketing in larger organisations who are making the case for a DCoE and want to know how to shape it. It will also be useful for more senior managers who want to review the case.

The guide gives a checklist of all the potential challenges involved in managing the process for creating a running a digital marketing centre of excellence and gives recommendations on best practices.

It may also be useful for larger agencies with larger clients who may be supporting them through a transformation process. Agencies will also often be undergoing their own digital transformation and will have similar challenges of knowledge sharing and training from the most digitally savvy to the least digitally savvy team members.

About the Digital Marketing Centre of Excellence Best Practices

About the author

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

What’s inside?

The guide covers best practices including:

  • What is a digital CoE?
  • How to create a business case for a digital CoE
  • Examples of digital marketing centre of Excellence
  • Alternatives
  • The function of a digital CoE
  • 20 success factors

About the guide

This guide explains best practice on how to launch or improve a digital centre of excellence. A DCoE is often used in medium to large businesses to provide a central focus to maximise the opportunities from using digital media and technology, therefore encouraging best practice amongst those areas across an organisation.

What's inside?

The guide explores best practices and includes:

  • What is a Digital CoE?
  • Creating a business case for a DCoE
  • Alternatives to a DCoE
  • DCoE functions
  • 20 Success factors for a DCoE
Look Inside the Digital Marketing Centre of Excellence Best Practices

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Like all Smart Insights' resources, our Digital Marketing Centre of Excellence Best Practices includes our "practical" promise to you: Unlike other sites—that just give you research—we only deal in practical, actionable, insight-driven resources that you can use to guarantee success on your projects TODAY.

Guaranteed to digitally transform your organisation

Actionable digital marketing advice, resources and training guaranteed to digitally transform your organisation.

Brilliant

I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Managing Digital Marketing Teams Toolkit

The Digital Marketing Centre of Excellence Best Practices is part of Smart Insights Managing Digital Marketing Teams Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 4 other resources in the toolkit.

..but that’s not all. With Business Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage - Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

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