Shared Services for Marketing: A Scalable Model for B2B Enterprises

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In an age where the velocity of business is outpacing the capacity of most internal teams, the question for B2B companies isn’t “Can we do it all in-house?”. It is “Can we do it fast enough, smart enough, and at scale?” And this question is one leaders across functions ask themselves, including Heads of Marketing. The marketing playbook for B2B tech companies has grown heavier, more complicated and more demanding over the last few years. What was once a straightforward funnel of awareness to consideration has fragmented into a web of account-based marketing, performance-led campaigns, real-time analytics, personalised content journeys, influencer activation, CX enablement, and continuous martech optimisation. And yet, marketing leaders are expected to deliver this complexity with lean teams, frozen headcounts, and growing expectations from both the boardroom and the sales floor. As someone who has successfully managed shared services marketing teams for leading tech organisations over the last several years, here are my thoughts on why growth-stage technology organisations should view the shared services model for marketing as a strategic lever for scale.

A Model Built for the Times

For the last decade or so, BPOs and tech delivery arms have embraced the shared services construct—centralized teams with cross-functional capabilities serving multiple business units or geographies to optimise both budgets and outputs. And now, marketing is catching up. Here’s why!

McKinsey found that 80% of CEOs and 77% of CMOs say their marketing budgets aren’t large enough to deliver business impact. Gartner’s latest data reflects this, showing that global ad spend as a share of revenue dropped from 9.1% to 7.7% in 2024.

 The truth is, most CMOs are exceptionally clear on what they want to say. They just don’t have the resource and budget bandwidth or the integrated systems to get it out there consistently, across formats, channels, and timelines. That’s where a shared desk partner with execution depth matters. 

Unlock Not Just Capacity. Also Unleash Capability.

Shared services in marketing is about offloading grunt work. YES. We would know that – its what we do day-in and day-out for clients. But when done right, for you, they also unlock:

  • Cross-channel consistency: A shared team knows your brand voice, compliance needs, and strategic priorities across sales decks, campaign microsites, explainer videos, or performance creatives by LOB.
  • Faster GTM velocity: Whether it’s launching in a new region or adapting messaging for a different buyer persona, an integrated desk can respond in days, not weeks.
  • Smarter budget use: With plug-and-play access to writers, designers, strategists, analysts, and developers as and when you need them, organizations get ready access to scale without sunk costs in full-time hiring and the responsibility of teams to manage.
  • Operational visibility: Modern shared service desks like Bunjy’s come with killer dashboards, ticketing systems, SLAs, and review cycles that match enterprise-level rigor.

Proof in Practice

Take the case of a rapidly-scaling tech enterprise that had just two weeks to establish a completely independent brand identity ahead of a major public listing announcement. With high-stakes timelines looming, they needed an agile partner who could step in with zero ramp-up time.

The Bunjy Shared Marketing Desk operated as a seamless extension of their team—crafting a new digital brand, designing and developing the website, restructuring investor-facing content, and aligning communication assets across touchpoints, including social platforms, financial reports, brand/corporate elements, and marketing collateral. We managed to set up a fully operational brand and digital presence in time for the enterprise’s public debut.

Or consider a global SaaS provider we support: With 15+ campaigns, 40+ account-specific decks, and 25 thought leadership pieces delivered in one quarter alone, our shared desk helped their marketing team focus on strategy while we drove the execution engine.

What Lies Ahead for B2B Marketing

The remit of the modern CMO has become a moving target, having to traverse both brand and demand gen, product and pipeline and digital and physical, to quote Ian Bruce, VP and Principal Analyst at Forrester. Economic anxiety and budget pressures are omnipresent and the need to make measurable connections between brand-building, demand generation and commercial outcomes is stronger than ever.

It’s no longer about hiring an “agency.” It’s about having a marketing function on tap and demand. A partner who can deliver smart, is scalable, and is stitched into your systems and goals to offer seamless execution integration. In such an environment, the shared services agency model offers CMOs not just execution capacity, but strategic clarity, speed, and cross-functional alignment — helping them deliver results without bloating headcounts or burning out lean teams .

Bunjy’s own experience partnering with enterprise and mid-stage B2B firms validates this shift. From full-funnel campaign execution to building always-on content engines, our role has evolved from that of a creative agency to execution muscle—embedded, dependable, and fast. And this is where our long-term clients value our support and alignment.

Just as enterprise IT evolved from on-premise to cloud, marketing is now evolving from in-house ancillary setups to modular, shared ecosystems. However, in this model, given the market dynamics, solid marketing execution is no longer a service—it can become your strategic differentiator.

Author

  • A Seasoned Brand and Marketing Communications Leader and Content Delivery professional, Shilpa brings to the table over two decades of experience in Content Marketing, Advertising, and Media Marketing across B2B and B2C segments. Prior to Bunjy, Shilpa has held CXO-level positions, driving business growth and operations with two leading brand and marketing agencies. Earlier in her career, Shilpa has worked with various industry-leading organizations, including The Times of India, Contract Advertising (part of the JWT Group), Microsoft Advertising, India and The Tomorrow People, UK. She is a Core Working Member of Belakoo Trust, an NGO focused on educating the underprivileged segments in Bangalore.