If your CMO reaches this point, then he or she will probably be wondering what a bigger online investment will get the company.

That's your cue to say this:

• We’re spending inefficiently now and with little understanding of effectiveness
• We need to learn about interactive, and there is plenty of data, outside support and expertise that we can tap into
• Plus, the internet, because of it’s measurability, allows you to quickly and cheaply test what works (and what doesn’t)
• We need to get on the learning curve now

Your homework assignment:
Be ready for the question, and have a plan at that ready for what you're doing to do with your new, bigger interactive budget. Your plan should cover:

• Internal capabilities that you need to develop
• Your future strategic partners
• Learning by example
• Education and training
• Industry data and case studies available

But you don't have to start from scratch-- keep reading to find out about the free resources iMedia, eMarketer and Strategic Dynamics have created for you.