Think with Google article says omnichannel needs cross-disciplinary integration

Only a few months after launch the OmnichannelX Quad, Google’s research and content portal “Think with Google” posted new research done in collaboration with Econsultancy that supports the underlying philosophy: content and marketing are becoming inherently cross-disciplinary domains. Today’s marketers must aligned strategies and tight, functional partnerships with their specialist colleagues, in this case, with data specialists.
Content & marketing are becoming inherently cross-disciplinary domains. Today's marketers must have tight, functional partnerships with their data-specialist colleagues. #contentstrategy #omnichannel Click To Tweet

The research cites statistics that specifically point to the importance of unified omnichannel strategies:

Nearly seven in 10 “leading marketers” — business leaders who significantly exceeded their top business goals in 2016 — say that their companies use data to support decision-making at all levels
Marketing leaders are 1.5X as likely as mainstream marketers to say that their organisations currently have a clear understanding of their customers’ journeys across channels and devices.
Marketing leaders are 1.6X as likely as their mainstream counterparts to strongly agree that open access to data leads to higher business performance.

It also discusses the importance of organisational change and governance issues:

For a data-driven transformation to truly take root, it needs to be embraced across the company, not just in the top ranks
75% of marketers agree that lack of education and training regarding data and analytics is the biggest barrier to more business decisions being made based on data insights.
Organizations with integrated marketing and advertising stacks are 1.4X as likely to be using customer-level data to segment and reach individuals compared to marketers without fully integrated technologies