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The Importance of Cross-Channel Synergy & How to Get There

In many businesses, each department or team operates like its own separate company. The group develops its own set of goals and initiatives without input from the others. However, cross-division synergy proves more useful and efficient if you want to enhance your marketing strategy.

Marketing Goals for the Modern Business

Every company has its own subset of marketing goals, often carried out by several dedicated teams. One team, for instance, might focus primarily on SEO, another on Branding & PR, while a third might be dedicated to nurturing existing customers. Whatever the case, cross-division synergy makes it easier to reach the goals you set for your company or team.

Ideally, members of one team should understand the goals and objectives that the other teams set for themselves. This enables all teams to work toward a common marketing goal with consistent messaging, leading to greater brand visibility and loyalty. When all channels are aligned, the public will know exactly what to expect from your brand.

It’s also important to note that team divisions rarely remain static. Professionals move from one team to another, drawn by their own talents and skills or by the needs of a particular group. When this happens, you want to have a synergistic approach in place so team members don’t feel like fish out of water.

Of course, cross-driven synergy doesn’t just apply to the marketing department. It should also exist across the entire company. Marketing can take into account the data generated by accounting, for instance, to ensure the business stays on budget while still working toward its collective goals.

Tools for Creating Synergistic Work Environments


A collaborative approach to marketing enables each department or division to function efficiently.

The main focus on cross-division synergy should center around goal-setting. In other words, you want each division to work toward the same collective objective. It could be increasing sales, generating leads, or improving ROI on a paid search initiative. Therefore, divisions must come together to brainstorm and settle upon major goals.

From there, each team focuses on one aspect of that goal. It’s an effective way to divide and conquer that result in teams splitting off in radically different directions.

Regular check-ins are also essential to cross-division synergy. The more you communicate your findings and results, the easier it becomes to tweak your overall goals and objectives. Make sure all forms of written internal correspondence are unified so everyone feels like part of a team. You can also use Google Analytics to measure campaign performance and to better understand how each effort performs against the rest.

If you’re working with an agency, bring them into the loop, as well. Function as one big organism even though you’re divided into teams. When you make a major or minor change to your marketing strategy, don’t leave your agency partner in the dark.

Marketing is always a work-in-progress as your business tests new ideas and creates fresh campaigns. You can learn about our success at cross-channel marketing with one of our clients in this case study: Search, Display, AND Social Advertising Mix Boosts High-end Retailer’s YOY Sales By 70%.

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