A major B2B program status meeting is about to start. Every key department is represented, including the C-Suite, Strategy, Analytics, Category Marketing, Sales, Logistics, Social Media, Programming, IT, Finance and Account Services. To underscore the importance of this cross-functional gathering, no one is checking their phones, not even covertly. At precisely 9:00 am, the big meeting begins. First, the CEO reinforces the overarching objectives of the program: capture more market share, achieve better visibility with key decision makers, build brand equity, and make the shareholders happy. Then, Strategy shares a massive omnichannel plan designed to realize those ambitious goals. Next, Analytics weighs in with the KPIs the project must achieve to be considered a