As noted earlier in Part One, the adage "Faster, better, cheaper: Pick two." no longer applies. Now it's faster, better, cheaper and integrated! Pick all four, or your competition will deliver it ahead of you – and hand you your head while they're at it.
So what's it worth to have all points of contact with the consumer working in unison toward the same positioning to deliver measurable results?
It's the marketing director's dream to have a seamless program. It's the stockholder's dream, because often their sole interest is ROI. So the early investment of additional time required to align the marcom disciplines will never be questioned once the power of their integration is allowed to come to fruition.