It's no secret that there have been power struggles between sales and marketing as both functions strive for increased lead generation and revenue growth across the business. But with the advancement of marketing technology, it seems as though there is a new power struggle between marketing and IT to get systems fully integrated with the business whilst growing revenues and keeping the customer experience central to key decisions.
As with any source of dispute within an organisation, a clear and concise message from the top down about key priorities should help to align cross-functional teams to focus on the business objectives - not individual team objectives.
Find out how to untangle these threads of discord in the article below:
The impact of this discord on the organization is that revenue and profit goals may be missed, opportunities will be missed, marketing will be frustrated and miss its annual goals, and IT will spend more time being reactive instead of proactively helping the business grow.