In this episode of Brave Commerce, Rachel Tipograph and Sarah Hofstetter converse with Mindy Shaltry, VP of omnichannel advertising and marketing & activation at Mondelēz U.S., and Wes Saraceni, VP of client expertise U.S. at Mondelēz International, about why at the moment’s shopper journey calls for nearer alignment between advertising and marketing and gross sales.
Mindy and Wes share how their partnership helps break down organizational silos, reshape the normal funnel, and construct extra related client experiences throughout each stage of the trail to buy.
They additionally talk about what giant organizations can study from smaller manufacturers, why the “missing middle” of the buyer journey deserves extra consideration, and the way entering into unfamiliar roles has formed their management.
Key takeaways:
- The client doesn’t distinguish between advertising and marketing and gross sales, so organizations can’t afford to both.
- Growth comes from connecting each stage of the buyer journey, not simply optimizing the highest or backside of the funnel.
- Stepping into unfamiliar roles and difficult established methods of working makes leaders stronger.