Organizational Models

Who is the Mobile Champion?
KPIs
Accountability
Focus
Education

Google, The Mobile Playbook

Research & Insights

• Who's developing consumer insights through focus groups / surveys?
• Who's watching people use your mobile site, and making sure mobile is included in product launches and campaigns?
• What devices do your employees use?How do they experience your products?
• Who's monitoring your competitor's investment in mobile?

Metrics, budgets, incentives

• Is mobile a key metric in dashboards?
• How often do you review your mobile stats, and who reviews them?
• Who knows what percentage of web traffic and search queries come from mobile?
• What decisions would change if key business owners were given timely mobile data?
• Do you assign mobile-specific budgets?

Capabilities

• What agencies are you relying on to help make mobile decisions?
• Does the tech dept have mobile skills?
• How does the connected consumer impact your training needs?
• Should mobility impact your real estate and locations strategy?
• Where do you recruit mobile / digital talent?

Centralized team can often make the fastest progress early on

Later, distributing ownership throughout the organization (decentralized) can help with scale

Examples

Mobile Impacts All

• Product & Technology
• Sales
• Marketing
• Human Resources
• Customer Support

Discussion Topic - what are the challenges in your organizations?