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Marketers need to embrace the elevated role and drive cross-functional alignment.


One of the key topics entering 2022 is the role of marketing in bringing organizations together behind the key customers.


According to Gartner, nearly 90% of board members see stronger cross-functional collaboration as a key driver for recovery and as an enabler of new growth.


The functional silos that interact with customers are often disconnected because of politics, org charts, technologies, or geography. The challenge is how to overcome invisible boundaries and minimize internal disconnects through collaboration. Marketers need to embrace the elevated role and drive cross-functional alignment. While the entire organization is responsible for experience delivery, marketing can act as “a glue” to overcome the siloing of departments, take the lead on governing the customer experiences across the entire organization, while keeping the focus on a consistent approach high on our daily agenda.


You are welcome to continue reading last year's article on the topic that is becoming more and more important today- here.