Align on KPIs and incentives across teams
The benefits of integrating data and efforts across social and CRM are myriad. So, why hasn’t it already happened? Zooming out, the two approaches have historically been separated by their own incompatible metrics.
At the top of the funnel, social is measured with vanity metrics and brand studies. And on the bottom, CRM performance is assessed by measuring incrementality and sales. The siloed measurements make it hard for brands to identify trends and unify messaging.
But the funnel has collapsed, and we need new integrated metrics and KPIs that can measure across CRM and social for one holistic view of brand outcomes. New measures of success will be able to help brands cohesively assess the emotional strength of their customer relationships and the affinity that consumers feel toward their brand, empowering marketers to understand how all of their different touch points impact sales.
If brands fail to unify their funnel to account for shifting consumer behavior, their antiquated org structure will be apparent to consumers, and the disjointed experience will drive them away. Brands must answer the call to integrate their funnels to give audiences the seamless experience they’ve come to expect.
