When credit unions think about ways to drive growth, marketing may not be the first thing that comes to mind. But marketing shows enormous potential in this area. If marketing integrates well with the rest of the credit union, it ensures that goals and messages are clearly understood across departments and communicated to members. This episode of the CUNA News Podcast features James Gilbert, head of marketing at CRMNext. Gilbert says that marketing needs to be the communication channel for every function of the credit union to break down siloes between departments and effectively reach members. He also emphasizes the importance of personalization and data, the roles of contact center representatives and tellers in engaging with members, and more.