A large retailer’s Chief Marketing Officer (CMO) wants to revise the company’s marketing strategy by incorporating online and offline KPIs. Historically, the teams have worked in silos. What are three things the CMO should do when they create a holistic online-to-offline strategy? Choose three.
- Incentivize teams with unified goals and KPIs
- Set separate goals and KPIs for each team
- Get to know different teams and what they’re measuring to track against their goals
- Encourage siloed organizational structure, budgets, and meetings
- Suggest organizational changes to meeting structure, media budgets and KPIs.
Explanation:
The selected options, **’Incentivize teams with unified goals and KPIs,’** **’Suggest organizational changes to meeting structure, media budgets, and KPIs,’** and **’Get to know different teams and what they’re measuring to track against their goals,’** are essential steps for the Chief Marketing Officer (CMO) to create a holistic online-to-offline strategy. By incentivizing teams with unified goals and KPIs, the CMO fosters collaboration and alignment among team members, encouraging them to work towards common objectives that integrate both online and offline metrics. Additionally, suggesting organizational changes to meeting structures, media budgets, and KPIs facilitates the integration of online and offline strategies within the company’s operations, ensuring that resources are allocated effectively and that teams are accountable for achieving holistic business objectives. Furthermore, getting to know different teams and understanding what they’re measuring allows the CMO to identify synergies and areas for improvement, enabling them to tailor the online-to-offline strategy to the specific needs and goals of each team while ensuring alignment with overall business objectives. By implementing these three steps, the CMO can create a cohesive and integrated online-to-offline strategy that leverages the strengths of both channels to drive business growth and success in today’s omnichannel retail landscape.