How to Set up An Effective Cross-Team Marketing Collaboration Routine



How to Set up An Effective Cross-Team Marketing Collaboration Routine

I’ve always believed that building a powerful team accounts for 90% of any business success. One of the best ways to achieve that happens through collaboration.

As a result, collaboration keeps your team motivated and turns your employees and co-workers into brand advocates.



I believe in Helen Keller’s mantra:

Alone we can do so little, together we can do so much

No wonder about 80% of businesses use collaboration tools for enhancing business processes. Any company is as strong as its team behind it, so investing time and effort into setting up active collaboration routine is key to a company success.

Embracing Diversity in Marketing Teams

The inclusion of diverse perspectives in marketing teams enriches the creative process. By bringing together individuals from different backgrounds, experiences, and skill sets, the marketing strategy becomes more inclusive and reflective of a wider customer base.

This diversity fosters creativity and innovation, leading to marketing campaigns that resonate with a broader audience.


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Embracing diversity goes beyond cultural and demographic differences. It involves recognizing and utilizing the varied professional skills and life experiences that each team member brings to the table.

Such a diverse team is more equipped to tackle complex marketing challenges and generate comprehensive solutions that address various aspects of the market.

Here are two steps to setting up an effective marketing collaboration to boost productivity and build a happier team.

The Power of Collaboration in Business Success


<table id="tablepress-1051" class="tablepress tablepress-id-1051 tablepress-responsive">
<thead>
<tr class="row-1 odd">
	<th class="column-1">Marketing Collaboration</th><th class="column-2"></th>
</tr>
</thead>
<tbody class="row-hover">
<tr class="row-2 even">
	<td class="column-1">Team Building & Collaboration</td><td class="column-2">Building a strong team is essential for business success, and collaboration is a key driver of this success. It motivates teams and turns members into brand advocates.</td>
</tr>
<tr class="row-3 odd">
	<td class="column-1">Business Adoption of Collaboration Tools</td><td class="column-2">About 80% of businesses use collaboration tools to enhance their processes. A collaborative approach is crucial for the growth and success of a company.</td>
</tr>
<tr class="row-4 even">
	<td class="column-1">Cross-team Communication</td><td class="column-2">Effective communication is foundational to company success. Using tools like Trello, Zenkit, and Duda can streamline processes, break silos, and gather feedback.</td>
</tr>
<tr class="row-5 odd">
	<td class="column-1">Content & Sales Disconnect</td><td class="column-2">A disconnect often exists between sales and content teams, causing inefficiencies. Bridging this gap can make marketing strategies more targeted and effective.</td>
</tr>
<tr class="row-6 even">
	<td class="column-1">Content Strategy Optimization</td><td class="column-2">Centralized content systems, like ContentCal, aid in cross-team collaboration. It ensures both content creation and distribution are aligned for optimal efficiency.</td>
</tr>
<tr class="row-7 odd">
	<td class="column-1">Content Consolidation</td><td class="column-2">Streamlining content in a central repository removes inefficiencies and promotes collaboration. It ensures that all teams are aligned, from content creation to distribution.</td>
</tr>
</tbody>
</table>
<!-- #tablepress-1051 from cache -->



Setting up a collaborative environment, especially in marketing, is instrumental to thriving. When teams with diverse skills and backgrounds unite under a shared mission, they create a dynamic force that accelerates innovation, sharpens problem-solving, and boosts overall efficiency.

Establishing a cross-team marketing collaboration isn’t just about combining resources; it’s about intertwining varied perspectives to generate holistic strategies that outshine individualized efforts.

An effective cross-team marketing collaboration also fortifies a company’s adaptability quotient. As teams jointly tackle projects, they become more agile, responding swiftly to market shifts and harnessing emergent opportunities.

This synergy not only amplifies a company’s voice in a crowded marketplace but also ensures that each member feels valued and heard, reinforcing a culture of shared responsibility. The end result? A marketing approach that is cohesive, nimble, and, above all, effective in resonating with the target audience.



How to Set up A Cross-Team Marketing Collaboration Routine

How do you initiate and maintain this collaborative momentum? Here are the essentials of setting up an effective cross-team marketing collaboration routine.

1. Set Up an Effective Cross-team Communication


<table id="tablepress-1051-no-2" class="tablepress tablepress-id-1051 tablepress-responsive">
<thead>
<tr class="row-1 odd">
	<th class="column-1">Marketing Collaboration</th><th class="column-2"></th>
</tr>
</thead>
<tbody class="row-hover">
<tr class="row-2 even">
	<td class="column-1">Team Building & Collaboration</td><td class="column-2">Building a strong team is essential for business success, and collaboration is a key driver of this success. It motivates teams and turns members into brand advocates.</td>
</tr>
<tr class="row-3 odd">
	<td class="column-1">Business Adoption of Collaboration Tools</td><td class="column-2">About 80% of businesses use collaboration tools to enhance their processes. A collaborative approach is crucial for the growth and success of a company.</td>
</tr>
<tr class="row-4 even">
	<td class="column-1">Cross-team Communication</td><td class="column-2">Effective communication is foundational to company success. Using tools like Trello, Zenkit, and Duda can streamline processes, break silos, and gather feedback.</td>
</tr>
<tr class="row-5 odd">
	<td class="column-1">Content & Sales Disconnect</td><td class="column-2">A disconnect often exists between sales and content teams, causing inefficiencies. Bridging this gap can make marketing strategies more targeted and effective.</td>
</tr>
<tr class="row-6 even">
	<td class="column-1">Content Strategy Optimization</td><td class="column-2">Centralized content systems, like ContentCal, aid in cross-team collaboration. It ensures both content creation and distribution are aligned for optimal efficiency.</td>
</tr>
<tr class="row-7 odd">
	<td class="column-1">Content Consolidation</td><td class="column-2">Streamlining content in a central repository removes inefficiencies and promotes collaboration. It ensures that all teams are aligned, from content creation to distribution.</td>
</tr>
</tbody>
</table>
<!-- #tablepress-1051-no-2 from cache -->

Communication is key to a company’s success:

  • Utilize your teams for market research by enabling them to contribute their feedback on your marketing initiatives
  • Save money on usability testing by encouraging your team to share bug reports and comments on a re-design or new landing pages
  • Come up with a much more effective ad copy by having your non-marketing teams contribute their ideas

Start with Company Structure

Depending on your unique company structure, there are various tools that can overcome organizational silos and encourage departments and management groups to share information, tools, goals, priorities and processes among one another.



For example, Trello and Zenkit help managers build shared to-do lists and mindmaps.

Use Duda, a web design platform, to build new landing pages and introduce new functionality while collecting feedback from across your company:

  • Get any of your team members access to your design assets, templates and widgets
  • Let co-workers leave comments all over your site — even while it’s still being built!
  • Save and share comment threads allowing you to effectively track changes and updates

With Duda, usability testing and creativity sharing can be brought in-house and unite your whole company!



For remote team collaboration, take a look at Slack (especially with apps like Standuply) and Typetalk.

You can try several tools before you stick with the core solution. Sometimes it is hard to tell why one specific tool has worked better for a specific company then another one.

Regular Collaboration Workshops and Brainstorming Sessions

Facilitating Open Dialogue and Idea Exchange: Hosting regular workshops and brainstorming sessions is crucial in nurturing a collaborative marketing environment. These sessions provide a platform for team members to voice their ideas, engage in open dialogue, and collectively refine marketing strategies.



Encouraging Creative Freedom and Experimentation: Brainstorming sessions should be designed to encourage creative freedom and experimentation. This approach allows team members to think outside the box, propose unconventional ideas, and explore new avenues in marketing. Such an environment not only fosters innovation but also builds team confidence in contributing unique insights.

2. Organize and Share your Content Assets


<table id="tablepress-1051-no-3" class="tablepress tablepress-id-1051 tablepress-responsive">
<thead>
<tr class="row-1 odd">
	<th class="column-1">Marketing Collaboration</th><th class="column-2"></th>
</tr>
</thead>
<tbody class="row-hover">
<tr class="row-2 even">
	<td class="column-1">Team Building & Collaboration</td><td class="column-2">Building a strong team is essential for business success, and collaboration is a key driver of this success. It motivates teams and turns members into brand advocates.</td>
</tr>
<tr class="row-3 odd">
	<td class="column-1">Business Adoption of Collaboration Tools</td><td class="column-2">About 80% of businesses use collaboration tools to enhance their processes. A collaborative approach is crucial for the growth and success of a company.</td>
</tr>
<tr class="row-4 even">
	<td class="column-1">Cross-team Communication</td><td class="column-2">Effective communication is foundational to company success. Using tools like Trello, Zenkit, and Duda can streamline processes, break silos, and gather feedback.</td>
</tr>
<tr class="row-5 odd">
	<td class="column-1">Content & Sales Disconnect</td><td class="column-2">A disconnect often exists between sales and content teams, causing inefficiencies. Bridging this gap can make marketing strategies more targeted and effective.</td>
</tr>
<tr class="row-6 even">
	<td class="column-1">Content Strategy Optimization</td><td class="column-2">Centralized content systems, like ContentCal, aid in cross-team collaboration. It ensures both content creation and distribution are aligned for optimal efficiency.</td>
</tr>
<tr class="row-7 odd">
	<td class="column-1">Content Consolidation</td><td class="column-2">Streamlining content in a central repository removes inefficiencies and promotes collaboration. It ensures that all teams are aligned, from content creation to distribution.</td>
</tr>
</tbody>
</table>
<!-- #tablepress-1051-no-3 from cache -->

There’s often an organizational disconnect between sales and content teams. As a result, salespeople are not aware of brand-owned content assets that can help them in nurturing and validating leads.

Sales teams are often left trying to leverage generic pieces of content or struggle to find easily find relevant content: spending as much as 40% of their time locating and adapting relevant sales content.



On the other hand, sales people seldom – if ever – inform content writers of customers’ struggles and challenges which should be addressed in brand-owned content that will ultimately drive targeted leads to the site.

And this gap exists across the board, not just between sales and content teams. Imagine how much more effective a social media advertising team might be if they could access your past assets and analytics reports? Think about how much faster your customer support team may get if they can easily find and point a customer to a relevant article answering their specific question in much details.

How do you organize your content strategy to make it more efficient as well as easier to access and ultimately evaluate?

Find the right content marketing platform. You will find it’s the key to bridging the gap between multiple teams. It empowers your marketing strategy. And fosters content planning and collaboration.



Currently, half of B2B organizations say they create content on an ad-hoc basis. Separate departments and new hires frequently spend money creating similar assets. This means spending time and money on creating duplicate or similar content. Instead, allocate those budgets to effective distribution of existing content.

A digital content repository aims at overcoming one of the most common content marketing problems: Lack of planning.

A Look at ContentCal

For example, ContentCal is the content marketing platform that helps cross-team collaboration:

  • Store and share your marketing to-do list, ideas, or briefs on a Calendar-wide basis.
  • Save and share commonly used phrases or hashtags as a Snippet for other team members to use
  • Keep and share past and future content assets in one location, easy to re-use and add to the Calendar.

With ContentCal, you can create a centralized system of governance that oversees both content creation and content distribution can help marketers achieve higher content marketing efficiency.



How to Consolidate Content

marketing collaboration

Consolidating your content not only streamlines operations but also fosters a collaborative environment where every department is on the same page. By centralizing content assets, businesses can eradicate inefficiencies, improve cross-team collaboration, and ultimately bolster their marketing efforts.

Key steps and benefits of consolidating content include:

  • Single Repository: Centralize all content assets in an all-in-one repository to:
    • Eliminate organizational silos.
    • Streamline access to various content folders, docs, and tools.
  • Promote Cross-Team Collaboration: With a unified content hub:
    • Enhance content discoverability across teams.
    • Speed up the content production process.
    • Ensure alignment across all teams throughout content creation and distribution phases.
  • Maintain an Organized Content Library: An orderly content library:
    • Facilitates sharing of information, goals, and priorities between departments.
    • Encourages marketing teams to liaise closely with other departments, like sales, ensuring cohesive strategies and messaging.

Integrating Customer Feedback into Marketing Strategies

Harnessing Customer Insights for Tailored Campaigns: Integrating customer feedback into marketing strategies ensures that campaigns are aligned with customer needs and preferences. Regularly gathering and analyzing customer insights allows marketing teams to tailor their approaches, ensuring relevance and effectiveness.

Building Campaigns Around Customer Experiences: Customer feedback provides valuable insights into their experiences with the brand. Marketing teams should use this feedback to craft campaigns that not only address customer needs but also enhance their overall experience with the brand. This customer-centric approach leads to more engaging and impactful marketing initiatives.

Marketing Collaboration Summary

Marketing Collaboration
Team Building & CollaborationBuilding a strong team is essential for business success, and collaboration is a key driver of this success. It motivates teams and turns members into brand advocates.
Business Adoption of Collaboration ToolsAbout 80% of businesses use collaboration tools to enhance their processes. A collaborative approach is crucial for the growth and success of a company.
Cross-team CommunicationEffective communication is foundational to company success. Using tools like Trello, Zenkit, and Duda can streamline processes, break silos, and gather feedback.
Content & Sales DisconnectA disconnect often exists between sales and content teams, causing inefficiencies. Bridging this gap can make marketing strategies more targeted and effective.
Content Strategy OptimizationCentralized content systems, like ContentCal, aid in cross-team collaboration. It ensures both content creation and distribution are aligned for optimal efficiency.
Content ConsolidationStreamlining content in a central repository removes inefficiencies and promotes collaboration. It ensures that all teams are aligned, from content creation to distribution.

Conclusion: Fostering a Culture of Continuous Learning and Adaptation

In the rapidly evolving marketing landscape, fostering a culture of continuous learning and adaptation is vital. Encouraging team members to stay abreast of industry trends, new tools, and marketing techniques ensures that the marketing strategy remains dynamic and forward-thinking.

Regular training sessions and development programs for the marketing team play a critical role in maintaining a high level of expertise and motivation. Investment in team development translates into more effective marketing strategies and a more cohesive and competent marketing team.

Image: Depositphotos.com


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Ann Smarty Ann Smarty is the founder of Viral Content Bee, a social media marketing platform, and the founder of SEO Smarty, an SEO consulting and link building agency.

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