One of the most overwhelming challenges facing CMOs today—one that impacts the quality of the product and the speed of its delivery—is the silo effect: the lack of coordination and integration within a company to move prospective customers through the complete marketing and sales process.

Business turns into busy work, and smart, strategic minds end up blindsided.

The Silo Effect

To avoid silos, companies must integrate marketing, business, and IT objectives into a singular vision.

When business departments fail to communicate holistically or efficiently with other business units, or even with customers, these dysfunctions impact business processes. When key perspectives are missing from the final product, your business will suffer delays and have issues of credibility and inferior products.

Those silos become even more prevalent as our customers increasingly demand commerce on their terms.

Consumers don't see channels; they only see brands.

Because of that, customers are driving a retail revolution. This tipping point is the result of personal technology. Smartphones have become our lifelines. This mobility trend requires businesses to take a holistic approach to marketing. The question is no longer, "What do I do for advertising?" but "How do I better connect with my customer and provide a relevant experience throughout the entire engagement process?"

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image of John Hessinger

John Hessinger is vice president of marketing for Volusion, an e-commerce solution provider.

LinkedIn: John Hessinger