The Chief Marketing Officer (CMO) at a large retailer is looking to modernize the current marketing strategy using online and offline KPIs. The teams have historically worked in silos. What are three things the CMO should do when creating a holistic online-to-offline strategy? Choose three.

To create a holistic online-to-offline strategy, a CMO must dismantle traditional silos by first getting to know different teams to understand their existing metrics, then incentivizing them with unified goals and KPIs that reward total business growth rather than channel-specific wins. This cultural shift requires the CMO to suggest organizational changes to meeting structures and media budgets, ensuring that online and offline departments collaborate on a shared budget and synchronized reporting rather than competing for resources. By aligning these internal structures and incentives, the organization can accurately track the omnichannel customer journey and optimize marketing spend for maximum impact across both digital and physical storefronts.