Smash Your Content Silos - Virtual | School of Marketing | ANA

Smash Your Content Silos - Virtual

Seats are limited and confirmation of attendance will be required in advance of the session.

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.

Download the full benefits here


  • Setting the Stage (10 min)
  • The Risk and the Reward (35 min)
  • Establish Overarching Objectives (35 min)
  • Create a Customer Centric Content Plan (30 min)
  • BREAK (10 min)
  • Program Content Across Channels (30 min)
  • Sequence Content to Advance the Journey (30 min)
  • Establish Integrated Planning Best Practices (30 min)
  • Maintain Customer Centricity (10 min)
  • Create an Action Plan (10 min)
  • Closing (10 min)


Start: Thursday, August 22, 2024 at 2:00pm

End: Thursday, August 22, 2024 at 5:00pm


Virtual Workshop (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Smash Your Content Silos - Virtual Client-Side Tier $0 Platinum Tier $0 Gold Tier $199 Silver Tier $299 Nonmember $399



Patty Radford Henderson

Founder and CEO

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.

After struggling to find a solution that met her integrated planning needs, Patty founded Annum to empower strategic multi-channel marketers with integrated planning software that smashes organizational silos and guides teams in creating cohesive and compelling omnichannel customer experiences that drive more revenue. Annum transforms the planning process by centering the cross-functional team on the holistic customer experience and integrating with project management and production tools to automate workflow from planning to execution.