November 28, 2019
Omnichannel marketing is all the rage, right?
But what some marketers forget is that before you can jump into personalization and automation, you need to first understand your customer’s fluid journey. And the fact is, you can’t gain a holistic and real-time view of that journey when you only have marketing goggles on.
Every department that touches the customer journey needs to seamlessly share insight and data with each other, with shared objectives and visibility. Imagine as a marketer, the value of getting real-time input from data science, product, customer service and sales.
However, the hard truth is that many organizations struggle to make this shift and break down their traditional silos.
If you’re an internal torchbearer trying to lead the way for your marketing team, you may often run into the following barriers:
So, what can you do?
Instead of putting your energy into trying to tear down silos, start building bridges. This can allow you to start gleaning insights from your peers (and build a real case for executive-level buy-in) without the red-tape headaches. To do this, you need to:
Congrats! You now have a network of “bridges” you can start communicating across to build a more holistic view of the customer journey. In next month’s blog, we’ll talk about how to keep these bridges standing, and using the People/Process/Technology framework to ensure this doesn’t become a classic we-had-momentum-for-a-few-weeks-and-then-all-got-busy initiative.