The marketing landscape has changed dramatically over the past decade, and it’s no wonder that many enterprise-level organizations are finding it hard to keep pace. In only a few short years, the pendulum has swung from a desktop-focused, one-to-many marketing reality to a mobile-first, highly fragmented ecosystem in which brands have almost entirely lost control over the consumer path to purchase.

In the race to refocus their media spends on programmatic and consumer-direct channels, marketers have lost sight of some fundamental principles of effective marketing. As such, a good deal of waste is going unrecognized within their paid media campaigns, and a massive number of conversion opportunities are being lost. Let’s take a look at three areas where enterprise marketers need to rethink the status quo.

Stop neglecting the first and last mile

Today’s enterprise marketers are still largely neglecting one of their most important consumer touchpoints: third-party digital profiles (or business listings). But make no mistake: The vast majority of spending still happens locally in physical retail environments. In fact, despite the e-commerce boom, about nine out of 10 retail dollars are still being spent in brick-and-mortar stores according to eMarketer.

Despite the prevalence of local purchasing, enterprise marketers tend to view this digital profile investment and maintenance as the domain of the mom-and-pop shop. But reality couldn’t be further from the truth. Third-party digital profiles across social media, traditional search marketing, mobile marketing, and voice search media channels are typically the first place consumers turn when researching products or services, and they’re often the last places people turn before heading to a physical business location to make a purchase. Enterprise marketers who neglect this are failing to connect with potential customers during both the first and last mile of their journeys.

Stop obsessing over Google Analytics

Enterprises pour millions into their websites, so it’s understandable that marketers are tracking every metric they can when it comes to who visits their sites, how they engage, and what they ultimately purchase. The problem is that this 2009-esque Google Analytics obsession neglects the massive platform proliferation of the past decade. These days, seven out of ten brand interactions are occurring on third-party sites. That means marketers who are optimizing their efforts based on traffic to their owned properties are really only optimizing toward 30 percent of their potential customers.

Modern-day analytics must go beyond their website activity to account for consumer engagement, intent and purchase consideration on third-party digital profiles. Given that enterprise marketers can’t control whether a customer seeks out information on their website versus platforms like Google, Facebook, Yelp, Foursquare, or any number of other options, they must focus their efforts on ensuring the most accurate and optimized versions of themselves are distributed everywhere across the web.

Start considering digital profiles as an owned media channel

These days, brands are spending millions within paid channels, from TV to social media ads. Meanwhile, the same brands are spending only a small fraction of their budgets on managing their digital profiles on critical third-party channels such as social media, traditional search media and location apps. These channels are responsible for more than 70 percent of brand engagements. In some cases, there are literally thousands of questions and brand reviews being posted on these sites that are going unheeded—representing both opportunities lost and lessons unlearned.

Particularly problematic is the fact that siloing paid media from digital profile management harms the customer experience. In a perfect marketing world, the messaging or offer a person sees on TV that prompts them to search online for more information would be mirrored in the digital profiles that turn up—wherever they appear. But when different departments don’t communicate and mirror their messaging on a local level, customers end up frustrated. Also, keep in mind that brands that display consistent, accurate data across the entirety of their online presence tend to rank higher, which improves their Google AdWords quality scores and results in lower advertising costs.

The focus of everyone within the modern-day marketing organization should be on improving the customer experience, increasing customer loyalty, and enhancing the bottom line for the entire company. It’s time for enterprise marketers to break free of the above legacy constraints and stop worrying about which marketing department gets credit for a conversion. In the end, when one department wins, everyone wins. Set expectations—and incentives—accordingly.