Trends Report

Right-Size Your Interactive Marketing Organization

Grow Your Interactive Team's Influence, Not Just Its Size

September 21st, 2011
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Emily Riley , Kate van Geldern , Sarah Takvorian

Summary

Interactive marketing teams have grown since 2009 — but big doesn't equal mature. Interactive marketing maturity correlates to nimble processes and facility with data-driven marketing, which requires specialized skills, not just more muscle. Unlocking your best interactive resources means changing your entire marketing organization, not just your interactive team. And you may end up hiring more traditional marketing staff.

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