Trends Report

How To Organize For The Digital Future

Assign An Owner To Digital Strategy, Governance, And Execution

March 7th, 2013
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Carrie Johnson , Sarah Takvorian

Summary

To survive the destructive forces of digital disruption, firms must use eBusiness and interactive marketing capabilities to become customer obsessed. Yet most current digital organizations are too tactical to create competitive differentiation. To prepare for customer obsession, this report encourages marketing leaders to prioritize staffing three key digital functions — strategy, governance, and execution — over a specific organizational model. And it explains how to operationalize these functions, beginning with assigning them an owner.

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