When it comes to your marketing strategy, the discipline of collaboration across the entire organization is an element you cannot give up on. In contrast, relationship marketing is cross-functional marketing. prefer to term relationship marketing as relationship management in recognition of the fact that . Marketing teams with networked structures organised in cross-functional teams agencies used for marketing/advertising strategy and account management.
It may include operatives at different levels of experience and seniority. The objective is for those team members to bring to bear their diverse skills to allow the team to collaborate quickly to achieve a common goal. Cross-functional teams have often been created for the purpose of completing specific short-term projects, such as product launches. The relatively small but growing number of marketing teams running agile marketing processes also leads to the development of cross-functional teams, since agile teams must be self-sufficient in order to collaborate quickly and work autonomously to complete, test and launch projects.
What Are Cross Functional Teams? | LeanKit | LeanKit
This requires the breaking up of functional silos within marketing so that those skills can be utilised by each marketing team. So what are the benefits of cross-functional teams? Greater focus on the customer Often a key reason for establishing cross-functional teams in marketing is to reorganise existing teams to focus on the customer, rather than internal constructions such as product divisions, channels to market, or marketing skill-sets.
Teams become experts in their particular customer segment, and derive deeper insights into customer journeys and motivation by focusing on the target persona in depth.
What are Cross Functional Teams?
Faster collaboration Cross-functional teams have traditionally been created to circumvent the inevitable delays that result when work is handed off from one team to another — say, from brand to digital — in traditional teams. Not only does this way of organising teams create bottlenecks — in which one team that may be busier than another holds up the flow of work — it institutionalises task-switching, which interrupts workflow.
More autonomy and initiative Command-and-control marketing team structures mean teams launch, change or abandon key projects at the behest of the person at the top of that structure. That may make sense when the CMO wants to approve big-budget projects such as your next multi-million-dollar brand campaign. Benefits of Cross Functional Teams Cross functional teams are growing in popularity because of an increased demand from customers to provide consistently personalized, high-touch customer experience.
Some of the benefits of cross functional teams include improved coordination across functional areas, increased innovation in product and process, and reduced cycle times for key customer touchpoints. Improved Coordination Across Functional Areas For many SaaS companies, coordination or lack thereof between marketing, sales, and product teams can make or break the business.
Often, this is an issue of conflicting interests: Cross functional teams can help teams stay focused on corporate goals - so if the organization is trying to position itself as an enterprise tool, marketers can work with sales reps to identify ways to effectively market to enterprise executives. The product team can use insights gathered from sales performance and marketing research to prioritize features most valued by their target customer.
A cross functional team of marketing, sales, product, and customer success representatives can work together on assigned accounts to provide enterprise customers with a customized, cohesive customer experience.
Cross functional teams can work to identify best practices for different processes, then cross-train other cross functional groups to promote cohesion and efficiency across the organization.
Working together to find solutions for common problems, cross functional teams can find more innovative, more comprehensive solutions than each functional group could develop on its own.
5 Reasons to Restructure Marketing into Cross Functional Teams This Year
Imagine if every product decision your company made included insights gleaned from marketing campaign data, UX focus groups, sales conversations, product usage data, and other rich sources of customer information from across the company. This is the power of cross functional teams - creating a forum where learnings from across the company can inform smarter decision making.
Reduced Cycle Times Think again of the phone call example above, where a simple request took 20 minutes to resolve, not because of the complexity of the request, but because of the inefficiency of the company trying to resolve it.
Cross functional teams help organizations identify their inefficiencies, while improving their ability to find solutions that work. In this way, using cross functional teams can drastically reduce cycle times for any recurring pain point.
So instead of passing a customer request from silo to silo - the team can work together to resolve the request as quickly as possible, providing a far better customer experience.