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.

Analysis of Correct Answer(s)

To create a holistic online-to-offline (O2O) strategy, a CMO must break down historical silos and foster collaboration. The correct actions focus on understanding, restructuring, and unifying teams.

• Get to know different teams and what they're measuring: This is a crucial first step. Before implementing changes, a leader must understand the current landscape, including existing team goals, metrics, and workflows. This discovery phase identifies where silos exist and how they can be bridged.
• Suggest organizational changes to meeting structure, media budgets and KPIs: This is a direct action to break down silos. Creating integrated meetings, shared budgets, and unified Key Performance Indicators (KPIs) forces teams to collaborate and plan cohesively, rather than operating independently.
• Incentivize teams with unified goals and KPIs: Aligning incentives is critical. When both online and offline teams share the same goals (e.g., total store revenue) and are rewarded for achieving them together, they are motivated to collaborate and support each other's efforts, leading to a truly integrated strategy.

Analysis of Incorrect Options

• Encourage siloed organizational structure, budgets, and meetings: This is the opposite of the desired outcome. The goal is to dismantle silos, not reinforce them. This approach would perpetuate the problem of disconnected teams and strategies.
• Set separate goals and KPIs for each team: This also reinforces silos. If the online team is measured only on website traffic and the offline team only on in-store footfall, they have no incentive to work together to understand how online activity drives offline sales. This prevents a holistic view of the customer journey.