Legacy brands are watching digitally-native brands run circles around them. Organizations need cross-functional collaboration as lifeblood. When finance understands conversion metrics and operations teams grasp digital customer experience, magic happens.

Digital and omnichannel success requires breaking down walls. Ecom experts need to have a beachhead within traditional teams. OKRs that orchestrate digital and conventional metrics are crucial. Cross-functional “SWAT teams” for rapid digital transformation projects are the new cool kids.

Most critically, organizations need to speak a common digital language. When the sales team understands click-through rates and the tech team grasps traditional sales cycles, collaboration becomes seamless rather than painful.

The future belongs to organizations that can turn their entire workforce into digital commerce champions. Those who maintain traditional silos risk becoming dinosaurs, no matter how venerable and beloved the brand is.