The Importance of Educating Your Organization

When you think about the center of excellence, that was created because there was no knowledge around digital. And I've actually seen that example at a couple of CPG companies that are more advanced in the e-commerce space. They created a COE model to really engrain digital into the business and make sure those capabilities were understood across sales, marketing, shopper marketing, supply chain. Once they did their job, they dissolved and they went back into the business. That's really kind of the trend that we're moving towards. Ultimately, there shouldn't be a digital marketer, there should just be a marketer who understands digital.