We hear this a lot. Companies want to keep the teams small, "otherwise we'll never get this off the ground." And while there's a certain nugget of truth in that, the future state of customer-centric marketing is really grounded in the customer journey, which touches every single channel, every single function and product of your organization. So it's really hard to be successful by addressing just one channel or one function. That's just really optimizing the current state. So true transformation really needs to span function, channels, as well as products, and the level of integration really requires everyone’s buy in, and it needs to be mandated from the top down.
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