2009 Internet Strategy Forum Corporate Internet Executive Research Study 4-Page Sample Brief

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Research Brief:Sample Results from the2009 Corporate Internet Executive Research Study

The Corporate Internet Executive Research Study is a project of the Internet Strategy Forum,a nonprofit professionalassociation focused on professional development,peer networking,information exchange,research and thoughtleadership among Internet decision-makers at medium-to-large client-side organizations.Underwritten by WelchmanPierpoint,this is the only research study of its kind focused exclusively on the in-housecorporate Internet executives,a term we use to define employees working for an organization who are responsible insome way for driving strategy and implementation for that organization’s Internet presence. Traditional Marketing and Information Technology salary surveys have not addressed the Internet executive roledirectly.Our survey,like the Internet Strategy Forum itself,was created specifically to address the needs of the in-house Internet strategy profession.We are working to define a relatively new profession (compared to traditionalMarketing and Information Technology) in order to help provide clarity to the business community and to help takethe profession to the next level. The survey data is based on 266 respondents.Participants for the survey were recruited from the membership baseof the Internet Strategy Forum at the time the survey went out in the Fall of 2008 (approximately 1,550 members). The objectives of this research studyare:•Achieve a comprehensive understanding of corporate Internet executive roles and the people who fill them.•Educate the broader business community about the role and value of in-house Internet executives.•Help determine future directions and professional development offerings of the Internet Strategy Forum.Ifyou have questions or comments about this research,or wish to participate in the 2010 study,please contact us atresearch@internetstrategyforum.org.For more information about the Internet Strategy Forum or to apply for membership,visit www.internetstrategyforum.org.Steve GehlenFounder & Executive DirectorInternet Strategy ForumCo-AuthorCorporate Internet Executive Research Study

IntroductionGet the Complete Report

To purchase the complete 70 page study results report,including information on budgets,industries represented,siteand departmentresponsibilities,etc.,visit

http://www.internetstrategyforum.org/research

.

Research Underwritten by:

Internal Structure

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Responsibilities of the Position

Department most responsible for drivingcustomer-facing internet strategyDepartment most responsible for internetproduction-related software tools or services

Marketing60%Stand-aloneInternet group19%Each unit or divisiondrives strategy8%

I T , 3 %

C o m m u n i c a t i o n s , 3 %

S a l e s , 2 %

M i s c . , 5 %

CollaborationMarketing & IT40%IT21%Marketing19%Stand-aloneInternet group16%

Percentage of Internet work outsourced to vendorsTypes of Internet strategy you are responsible for

Main Web PresenceSocial media initiativesOther eMarketingOnline community developmentE-Mail MarketingCustomer support Web presenceOnline contentproductE-commerceWeb-based software services

11 - 49%39%50% +33%0-10%28%

82%65%53%52%49%44%28%27%24%0%20%40%60%80%

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Responsibilities of the Position

Managing enterprise Web toolsManaging staff Managing E-commerce presence Training / Supporting others in orgPresentation skillsSearch engine marketingManaging networks / serversSoftware vendor eval / MgmtContract negotiation skillsSocial technology/platformsE-mail marketingFiscal responsibilityService vendorWeb application developmentWeb analytics expertiseWeb page productionMiscellaneous87%82%76%73%71%68%67%66%66%65%60%58%50%48%47%14%12%0%20%40%60%80%

Skill categories required to perform your jobRespondents ranked the personal challenges they face

(on a scale of ‘1’to ‘5’where ‘1’is the biggest challenge)

Mean ratings

Inadequate budget for the mission I have been given2.3Not enough staff resources2.4Lack of career path opportunities at my company2.9Iam not atahigh enough managementlevel to be effective2.9Mysalaryis not competitive in the marketplace2.9 Toomany people in Internet strategy to be effective3.1Senior managementdoes not understand my role3.1Iam not reporting to the right department3.2Abilityto stay current with new technologies/practices 3.2Myposition is not considered mission-critical3.2Lack of career path opportunities in the marketplace3.4Lack of peer group to network with3.4Lack of professional development opportunities3.4Myimmediate supervisor does not support my efforts3.7