Your Org Structure Is Showing—Close the Mid-Funnel Gap

The social-CRM divide must evolve to account for changes in consumer behavior

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Today, the most admired brands are built on social. From heritage to emerging DTC brands, they break through the endless scroll of the feed, moving culture forward, connecting on an emotional level and getting consumers to engage and share. Those same brands invest millions in nurturing relationships with customers, prospects and lapsed users, convincing them to spend more and buy more frequently.

But over the years, a divide has emerged. Marketers have come to view social as the top of the funnel, measured on vanity metrics or brand studies—miles away from customer relationship management (CRM), which lives at the bottom of the funnel and is measured by incrementality and transactions.



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