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
Nick Monroe, null
Nick Monroe
With contributors:
Keith Johnston , Joanna O'Connell , Alex Sobchuk , Rachel Birrell


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.