HomeResearch Articles Marketing Automation: Centralization vs. Decentralization

Marketing Automation: Centralization vs. Decentralization

  • To use a marketing automation platform (MAP) efficiently and effectively, an organization must balance governance and responsiveness
  • The level of MAP centralization is influenced by the size of the deployment and the sophistication of an organization’s marketing programs
  • Complete decentralization of marketing automation often creates significant risk factors
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