"Often times, marketers are not structured for multi-channel marketing," he said, citing silos between various departments under the marketing umbrella.
Those de facto walls can include the email, search, digital and mobile groups, which are all "battling for budget dollars."
The divisions make it difficult to identify the tactics that are successful in a particular campaign -- to "understand what that customer saw before" making a purchase.
Marriott said it's important to condition or incentivize employees to work across boundaries. Why shouldn't the mobile team try to gather an email address?
Marriott is vice president and global managing director at Acxiom, an interactive services agency.
Acxiom is a sponsor of the Email Insider Summit.
Email never works in a vacuum. Struggling to blend a true multi channel program across all channels? This session will feature major brands and their efforts to support a multichannel user experience, including email. Weâ€™â€™ll discuss how to determine segments and content, balance contact strategy, measure attribution and manage internal brand concerns.
Stephanie Miller, VP, Market Development, Return Path
Chris Marriott, VP, Global Managing Director, Acxiom