{"id":8825,"date":"2024-09-26T14:28:59","date_gmt":"2024-09-26T14:28:59","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/a-marketers-guide-to-cross-functional-partnerships\/"},"modified":"2024-09-26T14:28:59","modified_gmt":"2024-09-26T14:28:59","slug":"a-marketers-guide-to-cross-functional-partnerships","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/a-marketers-guide-to-cross-functional-partnerships\/","title":{"rendered":"A marketer’s guide to cross-functional partnerships"},"content":{"rendered":"


\n<\/p>\n

\n
\"Marketing\"Marketing
Trinh Tham (left), founder of Straatt Business Reimagined, discusses leadership with (from top) Marni Puente, SVP\/CMO SAIC; Karen Feldman, VP marketing and communications at IBM Consulting and keynote host Drew Neisser, founder of CMO Huddles.<\/em><\/figcaption><\/figure>\n

How can marketers overcome office politics to build cross-organization relationships needed to do their jobs? That was the topic discussed by marketing leaders at the keynote for Day 2 of The MarTech Conference<\/a>.<\/p>\n

\u201cFor marketing leaders, office politics can thwart collaboration, undermine authority and prevent the adoption of a singular strategy,\u201d said Drew Neisser, founder of CMO Huddles, who moderated the conversation, which included three accomplished marketing leaders.<\/p>\n

Dealing with politics in an organization<\/h2>\n

\u201cI believe politics exists everywhere \u2014 they\u2019re inevitable,\u201d said Marni Puente, SVP\/CMO for Fortune 500 government contractor SAIC. \u201cSo, it\u2019s not so much about eliminating the politics, it\u2019s about navigating.\u201d<\/p>\n

Puente suggested finding commonalities with leaders in the C-suite and across the business. Above all, establish trust, which is the basis of any working relationship.<\/p>\n

Also, it doesn\u2019t hurt to apply some of your marketing skills to understanding and connecting with stakeholders in the business.<\/p>\n

\u201cAs marketers, we really have a leg up in terms of building relationships with key stakeholders \u2014 whether with the board, C-suite, direct reports or peers,\u201d said Puente. \u201cAnd part of that is because so much of what we do is looking at our customers or our clients, and applying the same principles we apply when we think about our buyers and mapping out that buyer persona. Really understanding what motivates them. What are their pain points? What are their needs?\u201d<\/p>\n

Understanding people\u2019s motivations helps marketers overcome the organization\u2019s politics and build solid relationships with those key stakeholders.<\/p>\n

Dig deeper: <\/em><\/strong>How to secure leadership buy-in for digital marketing intiatives<\/em><\/strong><\/a><\/p>\n

Show that you understand the business<\/h2>\n

One of the best ways to build trust as a marketer is to demonstrate that you understand the business. Show that marketing is an able partner in important business decisions.<\/p>\n

\u201cI think it\u2019s really important to make sure you are very clear that you understand the business\u2026and that you can bring unique value from a marketing lens,\u201d said Karen Feldman, VP marketing and communications at IBM Consulting.<\/p>\n

This means the marketer at the table is able to provide data-driven answers to questions from other leaders in the organization.<\/p>\n

\u201cI do find there\u2019s nothing better than bringing the facts and bringing fresh thinking that other leaders might not have on their minds,\u201d Feldman said.<\/p>\n

Not only is the thinking fresh and fact-based, but it\u2019s aligned with business priorities established by other leaders in the business. A successful working relationship makes clear that marketing understands and shares those priorities.<\/p>\n

Being a cross-functional team member<\/h2>\n

Being a strong marketing leader means being a member of a cross-functional team.\u00a0<\/p>\n

Sure, marketing leaders work with their marketing team to carry out marketing functions. But they also have to build relationships with leaders of the other teams. And those leaders, along with the marketing leader, make up a team, too.<\/p>\n

\u201cI have always found that if I can\u2019t get my cross-functional stakeholders and partners onboard with an idea or a campaign or an initiative, nothing\u2019s going to get done,\u201d said Trinh Tham, founder of Straatt Business Reimagined.<\/p>\n

Also, don\u2019t underestimate the importance of communication with your team members.<\/p>\n

\u201cMake sure that you\u2019re not only asking questions yourself, but that you\u2019re opening yourself up to questions, opening yourself up for dialogue,\u201d said Tham. \u201cAs long as everyone has a common understanding of the objectives, and that open line of communication, I\u2019ve found that to be important.\u201d<\/p>\n

Go here to see the entire presentation. Registration is free.<\/a><\/p>\n

<\/p>\n

<\/p>\n<\/div>\n


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