Why Read This
The question of how marketers should staff and structure their internal interactive organizations is growing more common as the interactive marketing function takes a more central role in overall marketing strategy. But there is no single, ideal interactive marketing organizational model — yet. Forrester recommends that you evolve your interactive organization gradually toward a model that distributes interactive resources into brands and business functions across the enterprise. This model will eventually be a cross-company one. Interactive marketers must launch their firms down this path by benchmarking their current interactive maturity, aligning with Customer Intelligence, advocating for interactive internally, and empowering business groups' interactive efforts.