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For CMO Professionals

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

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

January 17, 2020

Why Read This Report

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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Table of Contents

  • Marketing's Identity Crisis Undermines In-House Agency Efforts
  • The Distributed In-House Agency Framework For Marketers
  • Recommendations

  • Dispatch Marketing Champions Across The Organization
  • What It Means

  • CMOs And Agencies Transcend Marketing
  • Supplemental Material
  • Related Research Documents

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