What does this mean? Surely we’re not advocating that consuming alcoholic beverages is the solution to your marketing problems, are we?
If there’s one thing I’ve seen over the past year that has held back more companies, more brands, and more progress in marketing and PR, it’s the presence of departmental and organizational silos.
IT never talks to marketing. Marketing and PR are kept in separate departments. The PR agency doesn’t talk to the ad agency. The executives just want dashboards so they don’t have to herd the various stakeholders like cats.
As a result, IT works on projects that are delivered to product managers but are completely disconnected from market research. Marketers go off on crazy tangents and create PR disasters. Advertisers spend budgets on the wrong initiatives, on the things that don’t have legs because marketing doesn’t share its data.
Organizational silos are what transforms a once-great company into a mediocre company, or rots away a mediocre company until it’s a pale shadow of what it once was. Because of silos, nimble startups dance circles around established companies, toppling empires and disrupting industries.