Multichannel Integration: Three Steps Using Marketing Technology
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Matt Griffin
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2. Define a five- to- 10-year plan. As it cuts across organizational and functional boundaries, a multichannel integration strategy takes time to develop. A lengthy transition time is not uncommon, Forrester notes. And if substantial technological improvement is needed, be sure that both the CMO and chief information officer develop the plan in partnership with one another.
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Matt Griffin
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