ALIGN FOR BETTER OUTCOMES

Organizational Silos Are
Holding You Back From
Driving More Revenue

 

In a report from the CMO Council and Televerde, organizational silos are cited by CMOs as the biggest internal challenge to meeting revenue targets.

Today’s consumers and business buyers shop across multiple channels and devices and are bombarded with information. Organizational silos are a direct result of the proliferation of these channels and how complex the marketing, sales, and support of products has become.

Organizational Silos Impede Cross Departmental Collaboration

Businesses strive to capture the attention of their target audience and guide them through each phase of their decision-making journey from identifying a need, through purchase, and ultimately to brand advocacy.

 

Within Marketing

Marketing’s role encompasses the entirety of this journey. However because of the proliferation of digital communication channels marketing has become so complicated and technically complex that specialists lead the planning and optimization of the different channels. They use customized spreadsheets and channel specific tools. This leads to channel-centric objectives and disjointed plans. 

 

Between Product, Marketing, Sales, Customer Success and Customer Support

The responsibilities of product, marketing, sales, customer success and customer support overlap at various phases of the customer journey. Because each department has different accountabilities, objectives often become department focused or siloed. Customer insights go unshared, strategies don’t tie back to the overarching business objectives, and cohesion is lost between customer touch points.

integrated marketing planning software stat 494% higher order rate

The Risk and the Reward

Brands planning and working in silos end up falling behind due to missed opportunities, miscues, wasted time, and fractured customer journeys. Only brands that deliver integrated omnichannel experiences can cut through the content clutter.

According to recent research by Omnisend, “marketers using three or more channels in a campaign earned a 494% higher order rate than those using a single-channel campaign.” Let that sink in.

Gain Alignment and Drive More Revenue With Annum’s 5 Point Smash Your Silos Guide

At Annum we are passionate about helping marketers plan smarter and believe that organizational silos are holding teams back from doing their best work.

This guide is based on over 25 years of marketing leadership experience combined with countless conversations with business executives. It was created to help teams align on a customer-centric approach to strategic planning so that they can gain cross-channel and cross-departmental alignment, develop stronger integrated plans, deliver a cohesive and compelling omnichannel customer experience, and drive better results.

Annum Smash Your Silos Playbook

In the guide you will find practical tips and proven frameworks for:

 

  1. Adopting a customer-centric approach
  2. Setting common objectives
  3. Advancing the customer journey
  4. Establishing a prioritized content plan
  5. Setting up integrated systems for cross-channel and cross-departmental collaboration
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