↟ CoE 09 / 12 · Marketing Operations

Marketing Operations CoE

Scale global marketing execution through campaign operations, MarTech, content, customer data, analytics and GenAI.

6 Core marketing operations capability areas

3 Integrated delivery layers

4 Knowledge-to-value levers

1 Connected marketing operations knowledge platform

OUR CUSTOMERS

GoodWorks Group, trusted by everyone — Fortune 500 to startups.

OUR TRACK RECORD

GCC Success Stories

View all →

Cyber Security · Singapore Saptharushi Cyber SecuritySaptharushi India Global Capability Centre (GCC) Read case study →

Automotive · Germany Mercedes-Benz Mercedes-Benz Research & Development India Read case study →

Retail · UK Tesco Tesco Bengaluru Global Capability Centre Read case study →

Automotive · Germany BMW BMW Motorrad India Read case study →

EXPERT COMMITTEE

Marketing Operations CoE Expert Committee

A 6–8 member committee brings together GCC leadership, functional specialists, technology experts and ecosystem perspectives. It provides strategic guidance, validates knowledge outputs and helps keep priority themes current.

Marketing Leader

Global Marketing Operations / Growth Leader

Brings campaign, MarTech and global operating-model perspective.

MarTech Head

Marketing Technology / Automation Leader

Validates platform ownership, integration, data and campaign engineering.

Content Operations

Global Content Operations / DAM Leader

Connects production, localisation, brand governance and asset workflows.

Marketing Data & AI

Marketing Analytics / GenAI Specialist

Brings customer data, measurement, attribution and AI-enabled marketing perspective.

Technology Specialist

Marketing Operations Platform / Architecture Specialist

Brings platform architecture, integration, workflow and automation expertise into the functional operating model.

Controls & Governance

Marketing Operations Governance / Controls Lead

Validates controls, risk, service management and governance themes for scalable global operations.

Academia & Skills

Marketing Operations Skills / Research Representative

Connects role architecture, future skills and capability-development pathways to the CoE.

International SME

Global Marketing Operations Shared Services SME

Provides global benchmark, service-model and transformation perspective across mature GCC and GBS environments.

FUNCTION OVERVIEW

Marketing Operations Capability for Global GCCs in India

Marketing GCCs can centralise campaign production and platform operations while building customer-data, analytics, content and AI capability that supports global growth teams.

The Marketing Operations CoE structures campaign workflows, MarTech ownership, content operations, measurement and customer-data governance into a scalable service model.

6 Core marketing operations capability areas

3 Integrated delivery layers

4 Knowledge-to-value levers

1 Connected marketing operations knowledge platform

FUNCTION OPERATING LANDSCAPE

Campaign Operations

Planning, build, QA, launch and optimisation need repeatable workflows across channels and regions.

Tracked monthly

MarTech Stack

Marketing automation, CMS, CDP, CRM and ad-tech require clear ownership, integration and release governance.

Tracked quarterly

Content Operations

Briefing, production, localisation, review, asset management and reuse need industrialised workflow.

Tracked monthly

Marketing Measurement

Attribution, funnel, campaign and lifecycle KPIs require a shared measurement model.

Tracked monthly

GenAI for Marketing

Content generation and campaign assistance need brand, IP, privacy, factuality and approval controls.

Tracked continuously

HOW THIS GCC COE DELIVERS VALUE

Knowledge

Marketing Operations research, operating benchmarks, talent themes and priority standards are converted into decision-ready knowledge.

Advisory

Expert Committee guidance validates the capability model, operating choices and priority transformation themes for marketing operations.

Ecosystem

Talent, technology, academic and specialist partner connections help accelerate marketing operations capability building in India.

Accelerator Kit

Reusable blueprints, role maps, governance patterns and implementation playbooks reduce time spent designing the marketing operations model from scratch.

FUNCTION SNAPSHOT

Marketing Operations GCC Capability Snapshot

Core Capability Areas

Marketing operating domains

MarTech / content levers

Integrated Delivery Layers

Capability-structure indicators for the CoE model. Enterprise-specific market and workforce metrics are validated during the engagement.

THE CHALLENGE WE SOLVE

What modern Marketing Operations teams need to solve

Marketing Operations teams need a coherent global operating model, trusted data, clear controls and the right automation choices before scale creates complexity.

Campaign Workflow Fragmentation

Duplicate and incomplete account/opportunity data weakens forecasting and seller productivity.
Regional teams use different briefs, tools, QA and handoffs, slowing launch and increasing rework.

MarTech Ownership Gaps

Platforms become underused when product ownership, integration and data responsibility are unclear.

Content Scale vs Brand Control

More channels and markets increase localisation, review and asset-governance complexity.

Attribution & KPI Inconsistency

Marketing teams cannot compare performance when funnel and attribution definitions differ.

GenAI Brand / IP Risk

Generated content needs controlled sources, review, brand rules and clear use of licensed assets.

OUR SERVICES — END-TO-END OR MODULAR

Build the right Marketing Operations capability

Use the complete GCC lifecycle or select the strategy, setup, talent, technology, governance and transformation modules required for this mandate.

Marketing Ops Strategy

Scope, service catalog, channels, regions and value case.

Campaign Operations

Brief-to-launch workflow, QA, SLAs and optimisation.

MarTech Operations

Marketing automation, CMS, CDP and integration ownership.

Content Operations

Production, localisation, DAM and approval workflow.

Customer Data

Audience, consent, identity and activation governance.

Marketing Analytics

Funnel, campaign, lifecycle and measurement frameworks.

GenAI Enablement

Content assistants, campaign ideation and controlled automation.

Talent & Capability

Campaign, MarTech, content, analytics and AI hiring/upskilling.

HOW WE DELIVER

Three integrated layers

A common delivery model connects validated knowledge to setup, capability building, scale and ongoing optimisation.

01 / KNOWLEDGE

Knowledge & Expert Committee

Sector or functional research, operating intelligence, talent context, technology benchmarks, regulatory updates and reusable reference material.

02 / SETUP & BUILD

Setup & Build

Entity, workspace, talent, technology, compliance and operating-model setup aligned to the CoE mandate.

03 / GROWTH

Growth & Optimisation

Mandate expansion, capability upgrades, leadership development, health diagnostics and ongoing transformation advisory.

DOMAIN COVERAGE

What the Marketing Operations CoE Covers

The CoE structures six core marketing operations capability areas into a reusable GCC operating and transformation model.

Campaign Operations

Campaign planning execution QA global marketing workflows

MarTech

Marketing automation CRM/CDP integration platform operations

Content Operations

Content supply chain localization governance production workflows

Marketing Analytics

Attribution funnel performance customer analytics

Customer Data

Audience consent segmentation marketing data operations

GenAI for Marketing

Content assistance personalization research marketing copilots

ENGAGEMENT CADENCE

A repeatable rhythm of knowledge exchange

The model combines focused CoE activity with cross-ecosystem forums so knowledge stays current and actionable.

Per CoE — Semi-Annual Activity

Focused roundtables, working sessions and knowledge exchanges around the most material capability topics.

Annual Flagship Forum

A cross-CoE forum connecting enterprise leaders, experts, ecosystem partners and emerging capability themes.

KNOWLEDGE REPOSITORY

What Marketing Operations CoE Publishes

A structured repository of reports, benchmarks, trackers, public snapshots and expert-led publications keeps the CoE knowledge layer current and practical.

QUARTERLY INTELLIGENCE

Marketing Operations GCC Landscape Brief

Quarterly view of capability signals, operating trends, talent demand and material developments affecting marketing operations GCC leaders.

Request access

BENCHMARK

Marketing Operations Capability & Talent Benchmark

Role families, skill priorities, maturity indicators and operating benchmarks for planning and scale decisions.

Request access

PLAYBOOK

Marketing Operations CoE Operating Playbook

Reusable governance, process, service-model and implementation patterns for enterprise teams.

Request access

FUNCTION OVERVIEW

Marketing Operations GCC Snapshot

Public high-level overview of the marketing operations capability landscape, priority themes and India operating considerations.

View freely - no registration

WHITEPAPER

Marketing Operations Strategy for India GCCs — 2026

Research-led perspective on building, scaling and transforming marketing operations capability in India.

Request access

EXPERT BRIEFING

Marketing Operations Expert Committee Briefing

Periodic expert-led briefing on material capability, talent, technology, governance and transformation themes.

View briefing details

ECOSYSTEM

Enterprise, academic and technology connections

The CoE connects capability leaders to the broader network required to establish, operate, scale and transform in India.

Enterprise & Industry

GCC and GBS leadership
Domain and functional specialists
Industry associations and peer networks

Academia & Research

Universities and research institutions
Specialist talent pipelines
Applied research and knowledge partnerships

Technology & Innovation

Technology platform specialists
Start-up and innovation ecosystem
International SMEs and benchmark networks

TECHNOLOGY PLATFORM

Marketing Operations CoE AI Knowledge Assistant

Developed and maintained by Sansovi GCC, the assistant gives enterprises instant access to current, India-specific information sourced from the GCC CoE knowledge repository.

Sector-specific opportunities in India

Talent availability by vertical and role

Universities and research institutions

Government initiatives and infrastructure

Policy FAQs and investment environment

Events and ecosystem activities

GCC landscape and benchmarks

India's GCC ecosystem overview

Functions solely as an informational resource, never as legal, financial or regulatory advice.

Marketing Operations CoE AI Knowledge Assistant interface

FREQUENTLY ASKED QUESTIONS

Common questions about Marketing Operations CoE

Quick answers to the questions GCC leaders typically ask when evaluating this capability in India.

What work can a Marketing GCC centralise?+

Campaign operations, MarTech, content production/localisation, customer data operations, marketing analytics and selected GenAI workflows.

How do you avoid becoming only a campaign factory?+

Build product ownership for MarTech, data and measurement, plus content intelligence and optimisation, not only execution capacity.

What data controls matter?+

Consent, audience purpose, identity resolution, access, retention and activation rules should be defined across CRM/CDP/ad platforms.

Where can GenAI help?+

Ideation, variants, summarisation, localisation and campaign support can help when brand, IP and approval controls are explicit.

How can Sansovi support Marketing Ops?+

Support can cover operating model, talent, MarTech/data, content workflow, analytics, AI and capability development.

Ready to build your Centre of Excellence?

Whether you're establishing a new GCC capability, expanding an existing shared-services function, or moving toward AI-led intelligent operations — Sansovi GCC can help you assess, build and scale the right model.

Talk to a Sansovi GCC Specialist Explore all 26 CoEs