Having silos not only damages the customer experience, but it also impacts internal communications and resource allocation. Beer brand Heineken learned this firsthand when it experienced the pains of having a disjointed view of its divisions’ commercial marketing budgets.
When Michelle Nachtweih joined Heineken as a national sales director almost two years ago, she realized that the beer brand didn’t have a system in place for managing the budgets and creative of its commercial marketing program. As a result, she and her team would rely on emails and spreadsheets to organize programs (e.g. point of sales initiatives, displays) across 18 divisions.
