How Innovators are Breaking Silos and Creating Cross-Functional Alignment


By Ernan Roman, ERDM Corp

Summary: When silos rule, internal communications break down and it’s difficult to present a united vision, brand and compelling message to consumers. However, some innovators are redefining cross-functional integration and alignment.

How GE is Redefining “Communications”

GE Vice President and Chief Communications Officer Deirdre Latour, noted in regards to the company’s restructuring, that there is “no longer a divide between internal and external communications.”

Latour commented how the company has fused its total communications, “We view communications as completely boundary less. There are no internal communications and external communications.” The company uses a system they call “go direct” to, as Latour notes, “build a direct communications program using data, that allows us to speak directly to [all] people and …communicate with those who care most about GE.”

How Cross-Functional Alignment Is Growing Tumi

Luggage company, Tumi, has learned that “Cross-functional alignment to help the brand grow “beyond incrementality” helped boost effective customer engagement and drive growth. Following are cross-functional insights from Charlie Cole, Chief Digital Officer at Tumi,

  • “…it’s imperative that we put all our own needs aside and focus on working together to deliver on that expectation.”
  • “All four of us [digital, creative, merchandising and brand] work together against the same goals, and we have a mutual respect for each other’s expertise, making us effective and efficient.”
  • “It’s marketing/brand’s job to best understand and engage the customer from an emotional perspective. It’s digital’s job to continuously test and measure the impact of our engagement efforts… I focus on how to provide the most immediate feedback on what’s working and what’s not so we can maximize our tactics.”
  • “We are also able to achieve new heights due to our strong collaboration…”

See full article here.


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