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

A holistic online-to-offline strategy requires breaking down silos. Understanding what different teams measure (and why) is crucial for identifying overlaps and gaps, forming a foundational understanding. Suggesting organizational changes to meeting structures, media budgets, and KPIs directly addresses the siloed nature, fostering collaboration and shared objectives. Finally, incentivizing teams with unified goals and KPIs ensures everyone is working towards the same overarching business outcomes, aligning efforts and resources. Encouraging a siloed structure or setting separate goals would perpetuate the existing problems, hindering a holistic approach.