The customer who is a fan of your brand’s Facebook page should receive a more personalized email newsletter after visiting your website. She should be given a personalized promo code in her email to shop at your brick and mortar store based on her online shopping history, and later, be reminded with a push notification message on her mobile phone when the promo code is about to expire so she can take advantage of it online. Many marketing organizations suffer from a failure of cross-functional collaboration. For example, IT decisions that affect marketing may be made without a thoughtful analysis about the resulting user experience beyond page load speed and server uptime. New product features may be introduced into an e-commerce site without understanding how they will impact traffic conversion rates and average order value. In traditional marketing organizations, job responsibilities and titles are hierarchical and rarely fluid. Each role is clearly defined and limited in scope. The new digital marketing organization thrives on a less hierarchical structure with more flexibility and an emphasis on meritocracy. Get the full story at Harvard Business Review