Whether it’s about IT and marketing (namely the CIO and the CMO) or growing dissent between sales and marketing, everywhere you turn seems to be another piece of content trying to shed a light on changing dynamics and the need for alignment.
I’m not disparaging such conversations, they’re obviously important. Yet, such interdepartmental emphasis distracts from intra-marketing alignment issues, a problem of that grows day by day.
As my colleague David Crane wrote in a recent blog post,
For decades, we’ve understood the importance of marketing-sales alignment. In the last few years, however, marketing’s importance has grown substantially, resulting in increased responsibility, bigger budgets, and a division of labor into intra-marketing teams that have in some cases become just as distinct as sales is from accounting.
