Why Marketing Teams Need Better Collaboration And How To Improve It

A company can’t survive very long these days without good marketing team collaboration. And, just like the world we live in, collaboration strategies are dynamic and complex. To help ensure success, marketing leaders should know which roles make up an effective marketing team, avoid collaboration derailers, and leverage marketing collaboration tools, especially project management software.

Know which roles make up an effective marketing team

Winning teams are made up of people who know how to communicate effectively, stay current with sales trends and marketing best practices, and, importantly, take ownership of team goals. Depending on the business or project size, these roles can be a combination of in-house staff and external vendors. Some common marketing team roles include:

  • Project Manager: leads projects from beginning to end
  • Marketing Strategist: understands and develops strategies that touch product, customer outreach, content, etc.
  • Data Scientist: analysis and insight expert; captures data and builds reports
  • UX (User Experience) Specialist: designs a positive customer experience
  • Content Specialist: creates channel-specific content, manage content requirements and content audits
  • Marketing Operations Manager: manages the team’s tech stack and associated workflows

Avoid collaboration derailers

Marketing teams get derailed when roles go unfilled or the right people aren’t in the right roles. Team build-out is important and can take time. Make this a priority!

Poor communication between team members, which allows information to be siloed, is a surefire way to derail a marketing team. Likewise, it is essential to align marketing communications with your sales teams, because buyers today are self-educated and do most of their research before making a purchase. Poor communication practices highlight team disconnects and invite failure.

A strong project manager is key for collaboration. This person should implement communication parameters, assign strategy development, determine strengths and weaknesses in the team, manage tasks and deadlines, run productive meetings as needed, and hold team members accountable.

A strong manager will also value the five soft-skill key characteristics of enhanced team behaviors to harness a group’s collective intelligence: dependability, structure and clarity, clear goals, and well-defined roles.

Think ahead! In the future, teams will be more diverse and inclusive than ever: Demographic shifts, diversity and inclusion initiatives, talent shortages, automation, evolving technology, and data overloads will create both immediate and long-term challenges.

Leverage marketing collaboration tools, especially project management software

Winning teams can be comprised of in-house and external members, in the same building or spread across time zones and continents. As a result, project management software has become a vital component of successful collaboration. The best marketing team collaboration tools streamline workflow, set communications parameters so team members aren’t bombarded or pulled away, manage deadlines across several products or teams, and provide transparency and accountability.

When evaluating a collaboration tool’s suitability, look for one that makes marketing projects of any size easier with remote project access via multiple channels, flexibility to accommodate scope of work changes, adequate storage for project-related items, easy incorporation of recurring processes, function- and campaign-specific workflows and schedules, and secure access for vendors or client stakeholders, where needed.

Competition is stiff and deadlines loom, even on good days. To get the job done right and finished on time, strong marketing collaboration helps team members stay focused and be successful.

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