How to establish an effective cross-functional team?

The relationship between marketing and sales is changing. Slowly.

In my humble view, the two roles should not just coexist - not when they could work together to create value for the company and customers. For that to happen the trust between the two departments is critical.

• Companies should not only eliminate bureaucratic requirements that might slow them down but also give teams the freedom to adjust their strategies as the market evolves.

• Stronger collaboration requires the willingness of the two departments and their teams, to accept and embrace the change to be able to grow. Both drive better cooperation through a combination of more rigorous measurement, regular cross-functional alignment around customers, and better technology integration.

• While both roles need to be understood, measured, and rewarded in ways that support the integrated effort across the customer journey.