When looking at how successful companies auction, one key similarity is they aim to prevent organizational silos which limit the sharing of information. When companies do not effectively communicate what is going on, it causes numerous issues. These issues can be everything from product issues, sales issues to larger financial issues. In order to prevent these silos, companies can implement a hub and spoke model.
The hub and spoke method is set up so there is a center where information is shared between departments. This hub can include senior members who report up to the CEO keeping them as well as all other departments updated on what is going on. Off of the hub are spokes. These spokes can be departments, projects or any other groups. While having the hub and spokes is important, there are other key things that make sure things are successful.
One important thing is to make sure departments are sharing information so they are working together and not against each other. One way this can be achieved is if members of the departments are placed with other departments. For example, if you place an analytics analyst within the marketing department this can help the business understand what is blocking the marketing efforts as well as creating different reports, benchmarks and help optimize the efforts (Jackson, 2016).
For marketers, it is very important to consider other departments when developing digital marketing campaigns. The reason it is so important is to ensure that goals are shared and efforts are not going against each other. For example, if a company is using the hub and spoke method and the sales and marketing teams are communicating, then it may be found the sales team wants to promote a new product. This would be communicated to the marketing team where they can start creating a new digital marketing campaign to best support the sales team. Through this, the company can move as one and have multiple departments working together to achieve the larger goal.
While it is great for the departments to communicate to get the campaign going, it is also important that the departments communicate as the campaign is going on. This means the analytics team needs to share results of the campaign as it is going on to make sure the marketing team knows if they need to adjust anything (things such as key words, landing pages, social media posts, etc). It also will allow the sales team to know if they need to adjust anything on their end.
In conclusion, by making sure communication is happening across departments it will help ensure information silos do not occur and the company can successfully function.
References:
Jackson, S. (2016). Cult of Analytics: Data Analytics for marketing. Routledge.
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