3
Realigning Your Structure
From Silos to Convergence
Once your people have started to change their mind-set, the next thing to change is how your organization is structured, both within the marketing group and in interactions with other departments. The traditional view of a linear relationship with the customer no longer works. Marketing, sales, and customer service departments each had their own relationship with that customer. But because of the explosion in the number of channels that we use to communicate with our customers, and our customers’ shifting expectations of how we interact with them, the old way of doing things isn't good enough anymore. Rather, we need to think about how we can conduct a far more cohesive conversation with our ...