Blog Insight

Conquer the Roadblocks to Marketing Transformation

When it comes to implementing a forward-thinking digital strategy, we’ve seen over and over that one of the biggest obstacles to its adoption is misaligned teams. In other words, people are not on the same page. Strategic goals such as personalization, mobility, or measurable customer experiences are at risk of fizzling out unless you can overcome this challenge.

The Problem: Too Many Silos

Implementing a digital strategy is hard. Successful marketing transformation requires a shared vision across departments for how the future will shape the business and how customers’ expectations will evolve over time. We hear all too often from participants in our digital strategy sessions, “We’re already doing a great job. We’re experts in our domain, so why should we be expected to change?” Siloed behaviors will be obstacles to adopting a digital strategy when one department believes that the work done by its counterparts is wasteful or not helping it accomplish its goals.

In our view, the best course of action is to hire a trusted partner whose goal is identifying a strategy that works for everyone in the company, or at least the overwhelming majority. When our digital strategy team at The Garrigan Lyman Group (GLG) engages, clients get an objective point of view that is almost impossible to achieve internally. We partner with stakeholders in a manner that is culturally appropriate to each organization. This allows us to overcome common silos and implement transformational change.

The Solution: Four Steps to Alignment

Here’s how we align teams within an organization on a single digital strategy.

1. Focus on the common problem. At the end of the day, every department plays a role in shaping the customer’s experience. We start by asking everyone in the organization, “What are you doing today to improve the end customer’s experience, and what do you wish you could do in the future?”

2. Build empathy. We help cross-departmental teams focus on the end customers by employing user-centered design techniques like personas, customer journeys, and empathy maps. We create a safe space to air grievances, and we identify roadblocks that shouldn’t be there versus the things that are true constraints for the business. This serves to build cross-departmental understanding by encouraging everyone to share their perspectives.

3. Choose priorities. We have a pulse on what the future might bring, and we help businesses prioritize their investments based on where we can make the most impact in the least amount of time. We even employ field research techniques such as voting and ranking potential solutions to see if clear winners emerge. Then, we develop cross-organizational key performance indicators (KPIs) for which everyone feels ownership.

4. Socialize the strategy. It’s important to make sure everyone gets it. We communicate the new strategy with language that’s commonly understood across all of the organization, reframing project charters so that the shared purpose is clear to everyone.

If your organization needs help aligning on a single digital strategy, eliminating silos, and connecting technology initiatives, you’re not alone. GLG has experts in digital strategy and marketing technology who are here to help. Just reach out.