Success in this environment will require ongoing innovation and therefore ongoing investments to expand your omnichannel presence, marketing opportunities and customer experience. The added complexity of omnichannel marketing has made it more difficult to plan and track marketing campaigns and determine what to do next. Without adequate insights about overall business performance, you may be spinning your wheels rather than driving growth.

Using data and analytics to inform decisions will help determine the best sales and marketing mix to optimize performance across all channels. What can you do to ensure new investments are driving sales and not just adding costs? With end-to-end visibility of business processes, you will understand the impact of your decisions on revenue and profitability.