On our recent webinar, "Breaking Social Out of Its Silo," Danielle Gerson of Tracx, which sponsored the webinar, led us off with the all the advantages that companies accrue once a listening and engagement platform is accessed across functional areas - and not just in marketing and communications. Whether it's the company command center, or a widely accessible platform for employee advocacy, digital transformation really points to -- and creates -- a corporate cultural transformation never before possible.
No longer does sales have to rely on the back channel to find out how the company's products are really viewed. For some industries, like pharmaceuticals and entertainment, which were once totally reliant on the channel for information, that "voice of the customer" is not loud and clear and real-time.
Fleshing out the story of this transformation and its implications for real businesses were John Proano, formerly head of social for one of the world's largest financial services firms, and Jon Hall, Innovation Architect at Sprint, who is in that role among many others using listening to sharpen the content marketing skills of this major brand.
Proano addressed the role that social has played in tearing down internal silos, which he was part of at his company, and led from a cross-functional Center of Excellence. Hall uses social listening to tear down the walls between sales and marketing. For all of you practitioners, it's important to get small successes early with your "tear-downs" so that you can then get buy-in for the bigger revolution.
It's a great conversation, thanks to Tracx, and I encourage you to listen.