Such a great (+ loaded 😄) question, Ciana! Popping in late on this thread (thanks for the tag, Joel (Salesforce))! +1 to the insights shared here. I'd like to add that the key is to balance your organizational goals and business objectives/OKRs with what customers actually derive value from. It's very tempting to communicate about every little product update, or find reasons to send an email/comm every week - but the important thing to remember is to start with the customer. Map out their journey, segment-wise insights or patterns that you know of - and also be mindful of the difference between the ideal state vs current state versions of the journey. This can help you identify gaps in channels + resources, outreach milestones/frequency, and also prioritize goals so that you're not broadcasting communications from every channel (stealing Kevin Lau's 'goat rodeo' reference here). A cross-org planning council is always helpful to support you in the driver's seat, so that you can assess the downstream impact + needs of a holistic comms infrastructure, align on priorities and swim lanes, and be able to make data-backed decisions. It's also important to bake in ongoing reporting/tracking in the comms infrastructure that you build, so that you can see what's working and what's not. Data is undeniable, and especially when you're overhauling a massive comms setup - you always want to make sure that data and not hunches are informing your decisions, and your stakeholders also have visibility into it.
