3 ways to achieve alignment when working in silos.
Expectations to create value for customers have never been greater.
And yet it’s harder than ever for marketers to build a seamless and dynamic operating model that delivers the integrated experiences customers expect—and the business impact CFOs and CEOs want.
There’s desire to be customer-focused, bring everything together and move beyond multiple, isolated solutions to address the whole customer experience.
Yet the reality is silos are still a major obstacle for most marketers. It’s tough to deliver brands, products and experiences that are cohesive when you’re working with teams, channels, projects and budgets that are separate.
Solving these silos isn’t quick.
However, delivering customer value by aligning the intersections of business, brand and marketing can be faster and more realistic. Here are three key elements to what that looks like:
1. Shared language.
When everyone has a common understanding of what key terms mean, collaboration happens more seamlessly and outputs are more cohesive. Nothing is lost in translation or falls through the gaps because there’s a disconnect about what we mean when we say “strategy” or “media plan” or “creative concept.”
It’s tempting to bypass this step because language seems like an “obvious” thing and people will just get it. But when you’re working fast and have multiple teams and areas of expertise in the mix, we tend to assume we’re on the same page—until deadlines get missed and the cracks start to show.
2. Strategic inflection points.
In a world where work is interdependent but not linear, hand-offs can be costly if not managed well.
When these transitions between stages of work and the teams developing it are identified and communicated ahead of time however, people understand what they’re accountable for and what they need from each other to be successful.
Processes are more efficient. Projects are more profitable. No gaps, overlaps or breakdowns.
3. Lateral connections.
Fragmentation can be a competitive advantage if you think laterally. When everything is separated by silos, it can be easier to see the assets you have and how you might combine them in unexpected, creative ways.
This takes a shift in mindset, a willingness to get different people, data, experiences around the table than you might typically for “something creative” and an ability to not only rethink the way you’re engaging with customers—but with each other as well. Companies that do this well are innovating and thriving.