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Best Practice Briefings

Creating a seamless omnichannel customer experience

Hosted by Propolis Experts Tony Lamb & Barbara Stewart

How can you use onmichannel strategies to connect your teams and deliver top-notch CX?

Propolis Best Practice Briefings are focused on helping you learn a new skill or address a particular common challenge with practical and actionable insights to build on your skill set.

The utilization of more sales automation tools and marketing software is enabling the collection of a wide range of data on prospects, making the whole process more data-driven.

Customers are also not contacting (or wishing to be contacted by) vendors until they’re often over 80% through the sales process. So, rather than a sales-driven funnel as it used to be, it’s now more of a marketing-driven funnel.

Technology will therefore drive more and more of the sales process. The current wave sees omnichannel strategies delivering fully integrated digital customer experiences, by providing consistency in the information that is made available across all channels. So is it now becoming less about sales and marketing alignment, but the creation of a new “smarketing” team?

Hosted by Tony Lamb, Data & Insights Expert, and Barbara Stewart, CX Expert, this best practice briefing will look at how companies are practically implementing omnichannel strategies, and the impacts this is having on how sales and marketing teams interact.


This is one of eight virtual Best Practice Briefings produced every quarter by the Propolis Experts, each designed to build on team skill sets or address a common challenge through key practical guidance. The full set of Best Practice Briefings is available exclusively to Propolis members.

Tony Lamb & Barbara Stewart

Propolis Experts

Tony Lamb is the data and strategy expert and Barbara Stewart is the customer experience expert for Propolis, the global community for B2B marketing leaders.

Tony and Barbara are two of seven Experts on hand for Propolis members to access at any time offering impartial, trusted advice that is tailored to their specific business needs.

Join the global community for B2B Marketing leaders

Propolis offers vital intelligence, expertise, and solutions to help you make informed, data-driven decisions on your strategic position, prove your ROI and empower your teams to be more innovative, more efficient and drive greater results.

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