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.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).