Best Practice Report

Focus Your In-House Agency Strategy To Expand Marketing’s Influence

Own, Manage, And Share Digital Marketing Capabilities Across Your Organization

January 17th, 2020
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
Nick Monroe, null
Nick Monroe
With contributors:
Keith Johnston , Joanna O'Connell , Alex Sobchuk , Rachel Birrell

Summary

In-house agencies are suffering the same identity crisis that’s plaguing CMOs and the reputation of marketing. Forrester’s partnership and joint survey with the In-House Agency Forum (IHAF) reveals that in-house agencies continue to struggle with resources and curtailed leadership. And our analysis of double-digit growth firms reveals that the solution lies outside the marketing department. Read this report to learn how a focused in-house agency strategy that distributes capabilities across the organization allows marketing to have a broader influence.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.