Multichannel Marketing: Planning 2010: The Game Has Changed

To avoid a dysfunctional marketing strategy, you need a strong chief marketing officer who manages all marketing channels and insists all teams work together to develop a synergistic plan. If you have one vice president over catalog and another over e-commerce, fire one of them.

Customer-Centric Program
Regardless of how customers and prospects ultimately prefer to place orders, more of them experience every one of your channels. You’re judged by them on all fronts, so provide a cohesive customer experience. Product introductions, pricing, customer service policies, creative presentation and copy voice — all the things that create your brand — need to communicate the same message. Those managing each of your channels need to march to the same drummer.