How To Organize For The Digital Future

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.