Page 19 - WPP Martech 2030

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CENTRALIZE
standards governance low variance global control
still working on this
platform network marketplace variations extensions distributed contributors supply/demand match
DECENTRALIZE
adaptations innovation high variance local control
,
,
By establishing centrally-managed platforms networks and marketplaces organizations can enable greater decentralized adaptations innovations and dynamic optimization of resources For instance instead of an an internal service bureau model for marketing services inside a
a
brand where requests from across the organization are produced by a
a
a
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centralized team of specialists a
a
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company may instead establish more of a
a
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centralized “platform of excellence ”
The The difference? The The platform is a
a
collection of tools assets enablement and guardrails that enables people throughout the firm to self-serve many of their needs The trend for “no code” solutions discussed in the previous section intersects with this
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