🤷♀️ Marketing/Medical affairs teams and Sales often operate differently, pursuing distinct goals: long-term brand building versus short-term sales targets.
Sales teams don’t see the benefits of branding and awareness, while marketers might have difficulty showcasing immediate ROI.
And on top of that, Information retention blocks collaborative planning and joint understanding of the customer journey. 😥
This certainly leads to missed opportunities and inconsistencies in customer interactions.
The solution? 💡
Change mindset to foster open communication and collaboration!
How to achieve this? This is my own recipe: 🍦
Change management approach led by external lead: Dive deeply into the Why, What, and Who. Interview people and listen to them to drive the needed change and find the right solutions. Explain the “why” behind the change and desired outcomes. Address challenges openly and discuss proposed solutions. It’s essential to find a Win-Win situation. 🌟
Internal Workshops and Co-Creation with neutral (external) governance: Establish time for co-creation dedicated to omnichannel strategies, leveraging diverse departmental expertise for a holistic customer understanding. Listen to everyone and encourage them to participate.🤼
Upskilling capabilities: Promote cross-functional understanding of each department’s role in delivering a unified customer experience. Sales and marketers have to share very similar knowledge to collaborate at all stages of the journey. 👫
Do you see it as a war or a collaboration catalyst? What actions do you implement?