Over the past few years, technology, growth and demand in the digital space have exploded. And while these changes are exciting, keeping pace can be a challenge—particularly when it comes to in-house agency talent.

To be successful in the digital arena, you need the right combination of experience, ability and forward-thinking, curious minds. In many cases, this talent is already on staff—we must simply make structural shifts to leverage it more effectively. Here are some steps to help get there:

Shift the mindset. Take a close look at your existing talent pool to determine how to make the most of their skills. Encourage those with more experience in traditional media to constantly be looking for ways to optimize their work in the digital space.

Supplement with digital experts. In areas with talent gaps, perhaps in rapid-growth areas such as social media, consider augmenting your existing workforce with skilled, digital experts. If you can’t increase headcount, consider bringing in freelancers or partnering with a digital firm.

Avoid silos. Even more than traditional media, success with digital requires integration. Avoid separating projects or groups into digital versus traditional silos. Teamwork and coordination are essential for the evolution of your team and the optimization of your brand.

Set goals, track, refine, repeat. It’s also important to establish clear objectives for the work. Track your results and refine your approach as you go. Data can enhance your program strategies as well as the performance of your team.

What are you doing to evolve your talent pool to meet digital demand? What organizational structures, training programs or workflow practices have been effective for you? From systems to strategies, teamwork to talent, IHAF explores the full range of challenges that in-house agencies face. Join us at www.ihaforum.org.