In a distributed organization marketing efforts are jointly owned by local marketers and corporate marketing. The nature of distributed organizations largely places corporate and local resources at odds; local resources must adapt to local conditions and customer preferences with respect to communications, but corporate marketing must somehow manage overall brand consistency - which demands control and centralization. But, the real challenge for distributed marketers stems from fragmented investments in multi-channel technologies. This Deep Dive will explore how Top Performing distributed organizations are investing in technology that actually unifies corporate and local marketing objectives and aligns the brand in a consistent world-class customer experience
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