Your marketing team has a solid understanding of effective campaigns. However, they shouldn’t take a siloed approach to operations. While they have great skills and valuable insights, it’s worth exploring how these elements can be augmented to influence greater success.
One of the most effective strategies your business can adopt is to encourage greater interdepartmental collaborations. Each member of your enterprise has ideas, perspectives, and skills that can be valuable to marketing campaigns. When you’ve invested in these diverse professionals, the last thing you want is to overlook their potential in other areas.
Gaining More Nuanced Insights
Any marketing professional understands just how vital data is. Solid insights enable you to improve the customer experience your business offers. Often the most effective way to gain these is by taking a holistic approach to understanding and adjusting the customer journey. By involving contributors from all departments, you can gain more nuanced data about what impacts experience and where the best focuses for adjustments are.
For instance, research and development (R&D) professionals are likely to have access to intelligence on predicted product trends and emerging consumer needs. They may offer early-stage insights that marketers traditionally aren’t always privy to, as marketing teams usually focus on how to engage with consumers’ current requirements. By involving R&D teams in marketing meetings, there’s the opportunity for collaborations that put campaigns ahead of the curve or enable them to prepare for change.
marketingInformation technology (IT) departments can also be key influencers in offering nuanced data to marketers. They’re likely to have a more thorough understanding of the types of tech tools, applications, and challenges consumers are interacting with at the moment. As a result, collaborating with these professionals in designing customer journeys or at the outset of campaigns can allow marketers to get insights into the most appropriate tools to utilize and how to help ensure audiences are able to engage with them.
Wherever possible, put structures in place to encourage data sharing throughout the organization. This could involve formal brainstorming sessions at the outset of projects that prompt dynamic exchanges from a diverse range of departments. It can also be wise to provide channels to share data about trends that professionals have noticed in their day-to-day activities.
Sharing More Varied Skill Sets
Marketers are professionals that have significant and agile skill sets. Your team is likely to be composed of people with creative flair, analytics abilities, and solid interpersonal traits, among others. However, it’s important to recognize that marketers don’t necessarily have all the skill sets that can make a difference when running campaigns. As a result, meaningful interdepartmental collaborations can bolster marketing activities with invaluable diverse abilities.
This is particularly relevant in respect of why marketing and sales professionals should work together. Staff in each of these departments has gathered tacit knowledge during years of experience and development. Marketers’ knowledge tends to be rooted in effective engagement and market research. Sales staff, on the other hand, often have a better understanding of what customers value about products and their reasons for engaging in relationships. By sharing knowledge and skills related to these respective areas, there are opportunities to mutually boost the impact each department has on customers.
So, how should departments collaborate on sharing skill sets with marketing teams? One approach is to offer cross-training and mentorship opportunities. For instance, IT departments can provide workshops about the tools they use and why. Group taster sessions with different departments allow marketers to gain a basic understanding of different teams’ skills. It could also be wise to provide key contact documents with each member of the organization listed alongside their primary skill sets. Marketing teams can then reach out to gain advice or ideas related to campaigns.
Creating More Resilient Campaigns
Even in the best circumstances, marketing campaigns can be vulnerable to disruption. Consumer preferences and trends can change in an instant, leaving tactics and materials irrelevant. Cybercriminals can target your industry or leverage the popularity of your content to target consumers. One of the key benefits of collaboration with other departments is that this helps make your campaigns more resilient to disruptions.
For instance, partnering with customer service departments can provide your teams with additional avenues of real-time feedback. Customer service representatives are often the most direct channel through which consumers express their needs, feelings, and concerns to the company. Encouraging these staff members to communicate openly about the conversations they have with customers can allow marketers to make adjustments to campaigns to incorporate these new considerations.
It’s also wise to work with IT departments to discuss the materials, platforms, and outreach methods your marketing teams plan on using for campaigns. IT professionals can then provide you with advice about ways in which these elements could be vulnerable to cyberattacks or even put consumers at risk. This enables you to collaborate on relevant security solutions to mitigate the potential for problems.
Your marketing campaigns can benefit from meaningful collaborations with other departments. Each section of your company has access to valuable data insights that can influence campaigns. Exchanging and sharing skill sets can boost your marketing team’s efficacy and agility. Not to mention that open interdepartmental communication can ensure your marketing materials, tools, and methods are resilient to change and disruption.
However, it’s important to listen to your staff about what forms these types of collaborations should take. Each section is likely to have its own working practices that enable it to function at its best. By empowering staff to lead the way, everyone stands to benefit from better teamwork.