Smash Your Content Silos (Half Day) | School of Marketing | ANA

Smash Your Content Silos (Half Day)

How To Gain Stakeholder Alignment and Build Compelling Omnichannel Experiences That Drive More Revenue
(Half Day Workshop)

Workshop Description
CMO’s often cite organizational silos as the biggest internal challenge to meeting revenue targets. Marketing silos can emerge as a response to the increasingly multi-touch and complex customer journey across a hybrid digital/physical world. Marketers need to speak to customers and business buyers across a proliferation of technically complex channels in the customer journey, and the differing objectives that drive marketing, sales, product, and CX priorities can lead to incredibly disjointed processes and isolated planning that fails to produce revenue due to missed opportunities, miscues, wasted time, and fractured customer journeys.

How can brands overcome this necessity without sacrificing key opportunities to drive behavior? The need for a multi-touch approach is evident (in fact, research shows that utilizing three or more channels earns nearly 500% higher order rate than single-channel campaigns alone*). However, in order to maximize their multi-channel efforts, brands must employ approaches that deliver cohesive omnichannel experiences —to capitalize on points of efficiency, cut through the content clutter, and build resonant relationships that lead to advocacy and loyalty.

In this hands-on workshop, you will learn a customer-centric approach to integrated marketing planning that will smash your content silos and drive marketing efficiencies in a multichannel environment. You’ll walk away equipped with practical tips and proven frameworks for gaining cross-channel and cross-departmental alignment that empowers you to deliver compelling omnichannel experiences, advance the customer journey, and drive revenue.

Who is this workshop for?
This workshop is ideal for mid-level and senior marketers who are responsible for integrated marketing planning and the customer experience. It is designed for both B2B and B2C marketers with the authority to initiate change across their organization.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, maximizing marketing ROI, and improving employee alignment and collaboration.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to establish customer-centric marketing objectives
  • How to create an overarching content plan based on weak links in the customer journey
  • How to sequence content to advance the customer journey

This workshop helps attendees increase marketing efficiency by teaching them:

  • Where the critical points of alignment are needed within the process of marketing to reduce duplication
  • Integrated marketing planning best practices for cross-channel and cross-department collaboration

This workshop helps attendees improve marketing ROI by teaching them:

  • How to get more value out of the content you produce

This workshop helps attendees improve employee alignment and collaboration by teaching them:

  • How to leverage integrated marketing planning frameworks to get – and keep – everyone on the same page

Download the full agenda here


  • Patty Radford Henderson

    Patty Radford Henderson is a senior strategist, former agency owner, speaker, educator, and startup founder with over 25 years of experience. She’s worked with Aveda, Thomson Reuters, Red Wing Shoes, General Mills, Northwestern Mutual, Shinola, and Medela and has held leadership positions at Target and Regis. Patty has a passion for sharing the proven frameworks she’s developed throughout her career and has been a speaker and educator since 2008. Her areas of expertise lie in brand building, content strategy, integrated marketing planning, and the omnichannel customer experience.