One of the most essential competencies of a successful modern marketing organization also happens to be the most difficult: cross-functional alignment.
Achieving cross-functional alignment requires internal agreement on set priorities—be they for a week, month, quarter, or year. Then, these priorities must be highly visible across an organization, to ensure people are accountable. That means each and every person on your team is held to deadlines and deliverables—and empowered to say “no” to reactive, ad hoc projects that could derail your established priorities.
In this round of “Ask the Experts,” we wanted to know how best-in-class marketing leaders overcome this challenge of internal alignment, from eliminating silos to setting priorities. Here’s what they had to say.
How important is visibility and alignment across your marketing content, teams, and campaigns? What do you do to facilitate this?
Alignment across content, teams and campaigns is super-important. Without it, much of the investment you make in content can go to waste. In fact, alignment across teams and campaigns leads to higher content ROI.
One way I facilitate alignment is to evangelize our content assets in reference-able and searchable platforms. Email isn’t reference-able or searchable, because a reply that I send to Joe and Sarah is not seen by the rest of the organization.
Instead, I’ll answer questions about content in our social intranet, and provide the answer there. This creates stronger alignment between content and teams because that question-and-answer is indexed by the intranet and made available to everyone, including the new employee who starts next month.