Unfortunately, most company departments, particularly in marketing, do not function as well as they could. Inevitably, overlap occurs among teams, and this can decrease company efficiency.
There are many ways a business can address this. One effective way is to increase the marketing alignment among departments.
Marketing/Business Alignment Tool – This prescriptive tool provides benchmarks for marketing/business alignment. Maturity areas include: communication, competency-value measurement, governance, partnership, systems & technology, human resources.
One of the primary challenges that smaller businesses face today involves their marketing campaigns. Typically these challenges revolve around the lack of proper marketing alignment, meaning that companies do not coordinate their marketing messages with their target audiences. The reason improper marketing alignment occurs is because either the right message is delivered to the wrong audience, or the wrong message is delivered to the right audience.
