2 Ways Going Digital Can Break Down Brand Silos
Chances are, your business already has a digital marketing face it presents customers, from an e-commerce site to a social media presence. But what if internally, you’re still using fountain pens to transcribe audio and remain siloed away from other departments? Going digital internally can end the madness and help break down brands’ silos — ultimately, for the good of customers.
Okay, the fountain pens may be hyperbole, a la Showtime’s show “Dead Like Me” character Rube Sofer, who wanted to use the pens to transcribe people’s final words. But forward-thinking character “George” Lass talks him into digitizing the records, which starts us along the path of how marketers can use digital solutions to revolutionize their workflows. If marketers mainly want to learn about workflow solutions, they can tune in today to our webinar at 2 p.m. Eastern today with Workfront and LeapPoint. “3 Ways to Smash Marketing Silos, Increase Collaboration and Get More Work Done” gets into how workflow management tools can increase staff efficiency and collaboration by allowing teams to be connected online.
1. Migrate Offline Work to Online Collaboration
“Office Space” was onto something mocking hard copy TPS reports. Despite the fact that software types say the accompanying memo was the real waste of time, this memorable aspect of the movie highlights how many brands haven’t yet aligned their internal operations around the customer journey.
In today’s webinar, Workfront will talk about how automating repeatable and administrative tasks can free up marketers to innovate and come up with more big-picture ideas.
Organizing teams around the customer journey, rather than legacy procedures and silos, can ultimately help marketers offer products and services to customers faster, they say.
Also, making software work together can bring data to the fingertips of the now collaborative colleagues with tool integrations, reduce the need for meetings by bringing conversations online, and reduce redundancies — as colleagues can see who’s working on what.
The goal behind digital migrations is to make employees’ lives easier so they can continue to work on making the customer experiences along the journeys exceed expectations.
2. Remove Budgetary Incentives to Stay Siloed
The elephant in the room is that marketing budgets are often justified by keeping money in one place, attribution in one department and blocking cross-functional efforts in order to create quarterly revenue that justifies the siloed department’s budget.
CMOs need to remove barriers to adopting customer-first, collaborative mindsets. If marketers remain rewarded for throwing other departments under the bus in order to justify the marketing budget or worse, their own salaries and promotions, it won’t work.
For instance, even in the article below, the bank personnel kept using a legacy procedure in tandem with the new one — doubling their workloads — in order to meet deadlines. The author of this piece presented the situation as the employees not understanding the advantages of the technology and being old-school, but that may not be the case. As much as CMOs may want to see the silo problem that way, real change may not come until the C-suite sees that it needs to change, too. Plus, giving the workforce time to transition instead of continuing with breakneck-speed deadlines as they’re supposed to learn new technology and procedures can present a problem.
Regardless, here’s what Tony Colon writes for Forbes.com in January about how organizations can make employees comfortable with change. Note that it involves giving personnel training on the technology and time to transition:
• First, it's important to get everyone to adopt in order to achieve transformational objectives.
• Next, enlist leaders to demonstrate, evangelize and model the new ways of working to give the initiative visibility. (Author’s note: Get the C-suite to change.)
• Finally, create innovation lunches where employees can come up with new processes and tools in the system in order to make the changes easier, such as collaboration and customer visibility tools. (Author’s note: Create true collaboration by removing hierarchy and silos that prevent innovation.)
We used gamification and guided learning programs to speed up the understanding and adoption of the technology across the business. Adoption of both the behaviors and the technology shot up, and the transformation started to feel palpable. Collaboration blossomed, customer-centricity and speed increased and employee satisfaction spiked, making it a win-win for everyone.
What do you think? Could going digital help overcome your internal silos? Let us know in the comments.
Related story: 7 Tips to End Marketing Team Burnout