Harmonize Your Sales Strategies

Indeed, for channel integration to succeed, there must be team members from each department — “ones who will work together and inspire the rest of the company to follow,” Ellis says.

Linda Severson, senior director of business systems at Lands’ End, emphasizes the importance of a relationship between business and information systems departments. When Lands’ End created its product attribute database, for example, the information systems department partnered with the company’s merchandisers and others within Lands’ End, Severson said during her keynote address at the eCSForum in March.