Fostering Collaboration in an Omnichannel World

In today's omnichannel commercial landscape, the traditional divides between sales and marketing teams make even less sense. Customers engage across physical and digital channels, from branded web content to retail stores. Sales people need to understand ecommerce and brick-and-mortar opportunities. Marketers must optimize retail media networks and digital ads while building the brand.

With customers starting their journeys across Google and Amazon before visiting stores, sales teams can't just focus on brick-and-mortar deals. They need to appreciate how digital ads and content influence consideration, in-store and online. Likewise, marketers need sales partnership optimizing ROI across omnichannel funnels – which SKUs are the most important to each omnichannel retailer? What promotions are planned? Can trade allowance dollars be repurposed to help fund on-platform, or Retail Media Network buys?

That's why a culture of learning, cooperation and coordination is more critical than ever. Here are some tips:

• Cross-functional training on channels, tools and metrics so teams share a common omnichannel language.

• Goal setting tied to customer lifetime value, spanning digital and physical sales impact.

• Ongoing leadership collaboration to connect online and in-store insights.

• Shared CRM and retail media tools providing unified customer data.

• Building personal connections between sales and marketing through team events.

• Modeling collaborative behaviors across departments and channels.

With omnichannel complexity only increasing, companies can't afford siloed sales and marketing functions. By working together and understanding the entire customer journey, they can drive growth across channels today and into the future. What omnichannel collaboration goals will you set for your sales and marketing teams? How will you foster a culture of Learning, Cooperation and Collaboration?