Moving from the brand side to a consulting role has really helped shape my perspective on how companies develop, align and execute their digital strategies.
As a Marketer, I would focus much of my energy on leveraging digital to generate buzz and drive awareness. Meanwhile, the folks down the hall in Services had their own digital agenda, and were busy building out online artifacts designed to help customers solve problems quickly.
Of course, we weren't alone. The Sales folks were investing in digital to meet their objectives, as was Channels, and so on.