Pillar 3: Cross-functional collaboration.
To stay at the forefront of your business, it’s important to collaborate across departments. Organisations that are successfully navigating digital transformation give cross-functional leaders a seat at the table. They bring forth a range of perspectives, gain early buy-in from multiple stakeholder groups, and alleviate the risk of crossteam conflicts. IT and marketing teams, in particular, are partnering to make decisions as the lines between technology and marketing continue to blur.
The call to collaborate can sometimes come from leadership. We spoke with an Australian travel company that hired a techsavvy marketing leader who sought input from IT leadership whilst expecting IT leaders to do the same. This shifted the firm’s culture to, as he put it, “become more collaborative with each other, moving from an order-taking culture to a challenger culture.”
The process was not always seamless. Teams didn’t always agree, but they knew they were working toward the same goals. This new, team-first attitude enabled every team member, no matter their role or department, to align with overall strategic goals.
Sometimes collaboration emerges by necessity. With security concerns mounting and outdated custom-developed apps cannibalising their time, an IT department at an Australian financial services firm saw the need for an experience tech solution. IT teams contacted marketing. Together, they sought a flexible, scalable, and cloud-based platform solution that would meet the needs of both departments.