As omnichannel marketing becomes a priority for brands, marketing teams and e-commerce teams will need to work as one to achieve brand growth, but getting the two teams collaborating effectively – especially when KPIs are vastly different – can often be a fraught endeavour.

Rachel Clarke, founding partner at marketing consultancy Strat House, advises that aligning both teams around the same KPIs and metrics is key to ensuring everyone is pulling in the same direction.

Five ways to structure for omnichannel success

1. Create a shared set of KPIs and metrics that reflect all aspects of customer engagement from awareness through...