Is Integrated Omnichannel Marketing A Myth?

Integrated Marketing a Myth - Blog Header

Is the promise of Integrated Omnichannel Marketing falling apart in your organization? Are "more meetings" and "more emails" simply not working anymore? You are not alone! Your CPG peers are feeling the pain of rampant silos, linear and slow decision-making, and data disharmony, too.

So much pain, that it inspired my client Craig Bilow and I to do a whole presentation (more of a therapy session, actually) on the topic at last year's virtual conference aptly called "OmniCommicon". It was organized by our friends at Conversations on Retail.

Here is the recording:

And here is the outline, as a preview of what we were talking about:

1. Introduction

Why This Topic?
The challenges of achieving true omnichannel marketing in the CPG industry.
Speakers:
- Craig Bilow (VP of Strategy, Competitive Edge)
- Olga Yurovski (CEO, Shopperations)

2. The Core Problem: Marketing Integration is Difficult

Common Complaints from Industry Leaders:
- Lack of communication between teams.
- Siloed operations and budget allocation.
- The need for better collaboration and integration.
Major Issues Identified:
- Blurred ownership lines
- Turf wars
- Fragmented funding
- Unclear ROI

3. Why Is It So Hard? (Root Causes)

Challenges Include:
- The vast scope of marketing functions
- Rapid industry changes
- Retailer power dynamics
- Complex technology landscapes
- Lack of automation and integration

4. The Cost of Complexity

52% of marketers' time is spent on administrative tasks instead of strategic activities.
Multiple disconnected data sources, including finance, sales, agencies, and retailers, add to the complexity.

5. Current Ineffective Solutions (Half-Measures)

More meetings and emails
More tracking tools
Hiring more people (integrators)
Outsourcing to agencies
Relying on sales deadlines to force decisions

6. How to Fix It: Creating a Marketing System of Record

Steps to Building a Sustainable System:
1. Understand your data ecosystem.
2. Identify and quantify inefficiencies.
3. Standardize and centralize processes.
4. Gather system requirements.
5. Research and select solutions.
6. Pilot, iterate, and deploy.

7. The Transformation After Six Months

Implementing a Marketing System of Record leads to:
- Automated budget releases
- Streamlined planning and collaboration
- Better tracking of marketing spend
- Data-driven decision-making

8. Use Cases & Benefits

Faster decision-making with real-time data
Easier budget adjustments
Improved collaboration with agencies
More accountability and funding opportunities
Integrated calendars to align teams

9. Key Learnings

Choose partners who understand your challenges.
Fix internal processes before automating them.
Change takes time—bring stakeholders along but don’t expect them to lead.

10. Why It’s Worth the Effort

Saves time and resources
Improves alignment between marketing and sales
Leads to incremental funding opportunities

11. How CEMM & SHopperations Can Help

Building repeatable integrated marketing processes
Developing cross-channel strategies
Optimizing media buying and storytelling
Creating a culture of collaboration

Integrated omnichannel marketing isn’t a myth—it’s a challenge that requires the right strategy, tools, and mindset. The brands that embrace collaboration, streamline their processes, and leverage a Marketing System of Record will gain a competitive edge in today’s complex retail landscape.

If your team is struggling with silos, fragmented budgets, or the inability to prove marketing ROI, now is the time to act. Don’t let complexity slow you down—take the first step toward marketing integration today.

📩 Let’s continue the conversation. Contact us to explore how you can bring order to your marketing operations and unlock new growth opportunities.

🔗 Reach out today: Contact Shopperations

🚀 It’s time to stop managing chaos and start driving results. Let’s make integrated omnichannel marketing a reality together!