The document discusses how interactive marketing departments are evolving from traditional siloed structures to more networked structures that are integrated across business functions and brands. It provides examples of how organizations like the American Diabetes Association, Rubbermaid, and Meijer have transitioned their interactive marketing departments. A 5-step approach is outlined for transitioning from the current department structure to the ideal networked structure: assess needs, assert findings, act on changes, measure impacts, and repeat the process.

1. January 27, 2011 Interactive Customer Engagement Is Your Current Marketing Team Up to the Challenge? Siteworx 11480 Commerce Park Drive Third Floor Reston, VA 20191 www.siteworx.com