For a brand to be successful, it needs to present a strong, clear image. This means having a marketing department that understands what the company is offering and designs marketing materials that reflect that. When departments aren’t working in sync with each other, miscommunications can hugely damage internal productivity and how the public perceives the brand.
How Collaboration Makes For A More Productive Workplace
Effective collaboration is essential for creating an effective, productive, and happy workplace. If there’s a conflict between departments, this can lead to misunderstandings, resentment, wasted effort, and broken promises.
Good workplace collaboration keeps everyone on the same page. When there’s good cross-department communication, every department understands the challenges other departments are facing. Employees have the chance to share their perspectives and have their ideas listened to, and organizations can benefit from this by resolving problems more quickly and efficiently.
Marketing – BI Conflicts
Conflicts between marketing and BI can occur when the BI team fails to provide reports suited to marketing needs. For example, they may generate periodic reports rather than offer real-time ones or design dashboards that look good but don’t contain the marketing needs. Poor reports can make it hard for marketing and sales to trust the reporting.
BI often works with Cohort reports, which are SQL-based, and don’t bother to check whether the raw reports are aligned with those in the dashboards. Again, marketing may struggle to trust reports if the data isn’t good enough.
How To Solve The Conflict
The BI team must understand how marketing works, what they want to know, and what they need in their reports to reduce conflicts. Taking the time to explain what information is most important to marketing and the scenarios in which they use it can help BI do their job better and reduce tension on the marketing side.
Marketing – Development Conflicts
Developers come from an entirely different working culture to most office workers. In general, they don’t like reading manuals, and the features they want in their tools aren’t the same as the one’s marketing would wish to. It’s common for developers to assume everyone thinks the way they do and ignore the wants of their customers.
Marketers, on the other hand, don’t understand how developers work. They don’t read code and aren’t familiar with design documents. This means marketers struggle to convey what they want in a way developers understand, so they’re left unhappy when the tools the development team makes aren’t what they wanted.
How To Solve The Conflict
To solve this conflict, both teams need to be educated on how the other side works. Development should be taught the importance of usability and listening to users. Marketing should be supported by someone who can “bridge the gap” to the technical side and offer design assistance so developers understand the goals and needs of marketing.
Marketing – Creatives Conflicts
Creatives can sometimes be too idealistic and become attached to their own ideas and artistic goals. This means they produce visually appealing work, but that work doesn’t always result in sales. For example, designers may fall prey to the poor practice of designing according to the brief but ignore where the creative will be shown and who to.
A good designer understands the campaign’s objective and may deviate from that, within reason, to get the desired results. Marketing can supply designers with data about the results of their work, which can help the campaign achieve its goal. If designers become too protective of their ideas, they’re not just conflicting with marketing; they’re putting the whole team’s success at risk.
How To Solve The Conflict
To reduce conflicts between marketing and creative departments, hold regular meetings before work begins so that each side can express their thoughts and shape the direction the project takes. For big or follow-up projects, share information about the previous campaign, review results, and learn from mistakes. When both teams understand the goals of the other team and how they can help each other, the project is more likely to be successful.
Collaboration Breeds Success
Collaboration should be the foundation of all processes in your organization. Successful marketing means taking the product or service that your organization offers and promoting it. When consumers and organizations can’t trust each other or distrust builds up between different organizations, this can only be harmful to a brand. In extreme cases, it could cause suppliers or retailers to cut ties with the organization.
The success of an organization depends on clear messaging, and for messaging to be clear, departments must work together. That collaboration is more likely to be successful if it’s something the different departments enter into willingly and actively foster in their day-to-day operations. Collaboration is not the same as control. Researchers have found that when organizations try to control channel messaging, the end result is less successful than encouraging the departments to communicate and steer messages indirectly.
Collaboration Can Help With:
- Solving difficult problems
- Identifying issues that have been overlooked
- Building team motivation
- Retaining talent
- Reducing conflict
- Preventing misunderstanding
- Attracting new talent
Collaboration is even more critical now that remote working is so common. While the benefits of remote working are hard to deny, the lack of face-to-face interaction means new hires take longer to become a part of a team, and misunderstandings are harder to rectify. Actively encouraging people to work together, even if only through digital collaboration tools, can go a long way towards improving team atmosphere, encouraging a culture of creativity and problem solving, and helping people find their place in your company.