Mark Swedlund

In the mad rush to get their multichannel marketing plans going full-steam, many companies lose sight of some multichannel fundamentals. “In a dysfunctional multichannel environment, everyone has a separate P&L, everyone is taking credit for each other’s sales, and no one understands where sales are coming from,” asserts Mark Swedlund, senior vice president of Haggin Marketing, a multichannel agency based in San Francisco. Here are three ways to get past the multichannel stumbling blocks: 1. Watch for siloed organizations. When the marketing people don’t talk to the sales people or the online folks don’t strategize with the offline bunch, trouble brews. Such trouble can

More Blogs