For Interactive Marketing Professionals

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	May 1, 2007 Maturing Your Interactive Marketing Organization Start With The Organizational Model That Fits Your Business by Shar VanBoskirk with Elana Anderson, Julie M. Katz, Jennifer Joseph	Average: 6  (4 ratings)

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Executive Summary

Interactive marketing is finally gaining executive attention. But, while budgets and expectations for interactive marketing programs are on the rise, supporting organizational structures are ad hoc at best. Forrester recommends that firms align their interactive teams with one of two models — channel managers or excellence centers — and then grow within these models to ultimately integrate into a Customer-Centric Marketing Organization (CCMO). Standardizing interactive marketing teams will compel skills development, improve media/budget alignments, and necessitate new agency services.

TABLE OF CONTENTS

• Interactive Marketing Teams Are Undervalued
• Two Roads Lead To Integration
• Integrate By Maturing Your Model

WHAT IT MEANS

• Interactive Marketing Will Mature Overall
• Supplemental Material
• Related Research Documents

This is an excerpt

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