Whenever advertisers are asked about cross-channel marketing, they almost always say two things: first, that cross-channel marketing is the right approach, and second, it’s very hard to do. Yet only 13% of marketers say that their organizations are excellent at engaging customers across channels at scale. Now that customers use an average of 10 channels to communicate with companies, the challenge is getting harder. Many brands aren’t even attempting cross-channel marketing because of its complexity. But, of course, that’s where the opportunity lies. If your rivals aren’t doing it, but you are, that’s where you can find a competitive edge. In this paper, we will examine the concept of Practical Cross-Channel, which urges marketers to stop looking for a 100%, fully-realized omnichannel solution and to do the cross-channel things that are available to you (and where they make sense). The main tenet of Practical Cross-Channel is that some cross-channel is better than no cross-channel.