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The Future of Marketing: Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer by Nicholas Johnson

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5. Getting Your House in Order: How Internal Buy-In Impacts External Marketing

“The ability to cross lines and connect the various parts of the organization (in a way we’ve never worried about historically) is much more of an imperative—there’s much more of a collaborative, matrixed way of thinking [needed].”

—Barry Wolfish, Chief Marketing Officer, Land O’ Lakes

Internal engagement has a strong correlation to external engagement.

Why? Because your employees are increasingly important to any future customer experience delivery:

1. For a consistent, authentic, and engaging external brand story, it’s essential that multiple departments communicate, collaborate, and innovate together—that they “sing from the same hymn sheet” in external communications. ...

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