You're probably familiar with the phrase "they don't know what they don't know." This is very true of many brands' siloed cross-functional teams. In this episode of Community Powered Marketing, Sue chats with Suzanne Reimer, in charge of Digital Engagement at Church & Dwight, about her efforts to help brands become digital first and to approach the consumer journey in a more holistic way. You'll discover why brands that make use of siloed cross-functional teams miss pieces of the customer journey puzzle through a lack of communication. You’ll hear why community is your best ally in understanding the ideas and content that resonate, and in offering insights into building consumer lifetime value. You'll discover how Suzanne and her team are elevating understanding around the expectations of marketing programs, rather than just focusing on traditional KPI targets. You'll also learn why 100% customer loyalty is a myth, and how focusing on making small adjustments tied to specific customer wants and needs has enormous potential. Join Sue and Suzanne as they discuss a more holistic approach to the many touchpoints found along the consumer journey. Enjoy! What You’ll Learn in this Show: Why siloed cross-functional teams often "don't know what they don't know" - they miss pieces of the customer journey puzzle without ever knowing about it.The importance of having a first-party digital strategy and why you need to prepare now for a cookie-less world.Why clear communication with outside partners is crucial to ensuring more effective partnerships.How Suzanne and her team are helping brands refocus their KPIs away from traditional media line items and more toward understanding the expectations of the program as a whole.The reasons why 100% customer loyalty is no longer a viable goal, and why the focus must be on paying closer attention to customer's wants and needs.And so much more... Resources: Website Twitter LinkedIn --- Send in a voice message: https://podcasters.spotify.com/pod/show/thefutureofmktg/message