Cross-Functional Collaboration Excellence

The 2024 winner in this category is Prudential, for their entry 'Grassroots Collaboration in Customer Obsessed Transformation delivers Business Value'. This was an organization-wide transformation to becoming a customer obsessed company that could solve customer challenges and become a high-growth company. The judges were impressed by the comprehensive and collaborative nature of the initiative, which effectively integrated cross-functional efforts and secured senior leadership support. The transformation led to impressive results in customer experience metrics, cross-functional adoption of customer centricity, and improved employee retention and engagement. A huge congratulations Prudential! 

Watch the entry video now to learn more! 

Collaboration drag is pervasive in companies’ most important growth initiatives. In fact, companies where leaders report high collaboration drag are 37% less likely to exceed revenue and profit objectives.

CMOs must resolve friction at the functional and the tactical level by improving how their teams work.

Download the cross-functional collaboration guide to uncover:

  • 3 actions to break through dysfunction in your team
  • Strategies to break down silos and foster cross-functional collaboration between your marketing team and other departments
  • Tips for aligning goals, communication, and processes to maximize collaboration and drive results

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    Q&A with Gartner Expert on Cross-Functional Collaboration

    Gartner experts address some common and pressing questions about cross-functional collaboration that are most relevant to CMOs, CCOs, and other marketing and communications leaders today. Read through to navigate this ever-evolving landscape effectively.

    Cross-functional collaboration provides access to expertise and capacity that enables an enterprise to more clearly understand a problem, devise a better solution, and accelerate effective change that establishes new approaches to profitable growth. Marketing is a frequent participant cross-functional initiatives. Recent Gartner survey data shows that on average marketing has 3 such initiatives underway involving 5 different functions and 24 core team members.

    Drive internal collaboration and coordination by focusing on the small set of commercial activities actually correlated with stronger commercial outcomes (e.g., buyer journey mapping, sales enablement, digital commerce management).

    Marketing leaders and staff lean on multiple coping mechanisms to deal with cross-functional collaboration drag. Common efforts to provide align goals, enable autonomy, and improve governance aren't working. Collaboration drag is best addressed through how marketing works internally - focusing on workflow and change management as well as talent development. This can include activities like mapping cross-functional workflows and on-the-job learning programs that directly impact day-to-day work execution.

    2024 Finalists In This Category

     

    Mastercard