Brand marketing leadership teams are striving to understand how budgets can best be divided between traditional brand advertising, social media and CRM when trying to engage consumers.‪ This is particularly relevant in Consumer Packaged Goods companies such as Diageo and Unilever. At a time when some see social media as an alternative to CRM, visionary companies are beginning to understanding how social media can accelerate the role and value of CRM. This session will give Brand, Marketing, Research and Finance leaders real insight to break down the key barriers to full acceptance of social and CRM in their organization.