Encouraging Cross-Functional Collaboration in Change Initiatives

Over the years, I've discovered the truth: Game-changing products won't succeed unless they have a unified vision across sales, marketing, and product teams. When these key functions pull in different directions, it's a death knell for go-to-market execution. Without alignment on positioning and buyer messaging, we fail to communicate value and create disjointed experiences. So, how do I foster collaboration across these functions? 1) Set shared goals and incentivize unity towards that North Star metric, be it revenue, activations, or retention. 2) Encourage team members to work closely together, building empathy rather than skepticism of other groups' intentions and contributions. 3) Regularly conduct cross-functional roadmapping sessions to cascade priorities across departments and highlight dependencies. 4) Create an environment where teams can constructively debate assumptions and strategies without politics or blame. 5) Provide clarity for sales on target personas and value propositions to equip them for deal conversations. 6) Involve all functions early in establishing positioning and messaging frameworks. Co-create when possible. By rallying together around customers’ needs, we block and tackle as one team towards product-market fit. The magic truly happens when teams unite towards a shared mission to delight users!

Everyone talks about cross-functional collaboration. But, most senior leaders are incentivized to protect their territory. I've guided and worked on many transformation projects, and the change happens when you flip the script. Here's what actually works to turn territorial leaders into enthusiastic partners: 1. Speak the universal language of business outcomes A CTO I worked with, transformed resistance into momentum by starting here: "Our time-to-market is 3x industry average. What could we unlock by cutting that in half?" Suddenly, the CFO saw cost savings. Marketing saw competitive advantage. Sales saw bigger wins. 2. Translate value in their metrics. Your innovation might mean: - Revenue lift (Sales) - Efficiency gains (Operations) - Brand equity (Marketing) - Risk reduction (Legal) Connect your initiative to what they measure. 3. Build proof with micro-wins. Start small. A quick pilot. A 2-week experiment. Show them real results in their world, not PowerPoint promises. 🫀 Here's what happens: When stakeholders see their success metrics improving, turf wars dissolve into transformation stories. I've watched this work in Fortune 500s and startups alike. The key? Stop selling your project. Start amplifying their impact. 💡 What's your experience? Have you seen other approaches that turn skeptical stakeholders into strategic partners? ♻️ Share this with a leader who may benefit from this ➕ Follow Shirley Braun , Ph.D., PCC , for insights on leadership, scaling, and transformation that sticks.

Too often, I’ve been in a meeting where everyone agreed collaboration was essential—yet when it came to execution, things stalled. Silos persisted, friction rose, and progress felt painfully slow. A recent Harvard Business Review article highlights a frustrating truth: even the best-intentioned leaders struggle to work across functions. Why? Because traditional leadership development focuses on vertical leadership (managing teams) rather than lateral leadership (influencing peers across the business). The best cross-functional leaders operate differently. They don’t just lead their teams—they master LATERAL AGILITY: the ability to move side to side, collaborate effectively, and drive results without authority. The article suggests three strategies on how to do this: (1) Think Enterprise-First. Instead of fighting for their department, top leaders prioritize company-wide success. They ask: “What does the business need from our collaboration?” rather than “How does this benefit my team?” (2) Use "Paradoxical Questions" to Avoid Stalemates. Instead of arguing over priorities, they find a way to win together by asking: “How can we achieve my objective AND help you meet yours?” This shifts the conversation from turf battles to solutions. (3) “Make Purple” Instead of Pushing a Plan. One leader in the article put it best: “I bring red, you bring blue, and together we create purple.” The best collaborators don’t show up with a fully baked plan—they co-create with others to build trust and alignment. In my research, I’ve found that curiosity is so helpful in breaking down silos. Leaders who ask more questions—genuinely, not just performatively—build deeper trust, uncover hidden constraints, and unlock creative solutions. - Instead of assuming resistance, ask: “What constraints are you facing?” - Instead of pushing a plan, ask: “How might we build this together?” - Instead of guarding your function’s priorities, ask: “What’s the bigger picture we’re missing?” Great collaboration isn’t about power—it’s about perspective. And the leaders who master it create workplaces where innovation thrives. Which of these strategies resonates with you most? #collaboration #leadership #learning #skills https://lnkd.in/esC4cfjS

We assume our managers know everything we’re doing and the value we’re creating. They don’t. Years ago, I faced a challenge with a department that consistently missed deliverables. The frustration was building on both sides—they felt overwhelmed by competing priorities, and we felt let down by promises unfulfilled. That’s when I developed what I call “Three-Point Landings” - a simple but powerful approach to cross-functional collaboration: 1. WHAT are you going to deliver? 2. HOW are you going to deliver it? 3. WHEN will it be delivered? It sounds basic, but I’ve found that most breakdowns in trust happen not because people don’t want to deliver, but because expectations were assumed rather than explicitly stated. With one particularly challenged IT department, we got to the point where we would actually write these three points on paper and have their leader sign it. When deliverables were met, we’d celebrate by posting them above their office door with a “Way to Go” sign. When expectations weren’t met, the rule was simple: come back and renegotiate before the deadline. This approach transformed our working relationship, created accountability, and built trust between departments—which is really important when navigating matrix environments. I’ve since used it with finance teams, marketing partners, and even in conversations with my own leaders. The next time you’re collaborating across departments, try this approach. You might be surprised how something so simple can be so transformative. #Leadership #CrossFunctionalTeams #ExpectationSetting #TransformativeLeadership

Throughout my career, one pattern has been crystal clear: action-oriented teams and individuals consistently deliver more impact than those who operate in silos. The “I’ve done my part, now it’s someone else’s problem” mindset may protect roles, but it rarely drives outcomes. Let me be clear—being action-oriented doesn’t mean doing it all by yourself. It means taking full ownership of outcomes, even if that means stepping outside your functional comfort zone. Back when I led data and analytics for a top beverage brand, I remember us analyzing declining sales for a top product line in select metro markets. The initial assumption was that it was a local marketing issue—or maybe even a distributor challenge. But the data was telling a different story. Someone on my commercial analytics team noticed a pattern: sales dropped most sharply not after campaign changes, but after specific out-of-stock events. That was odd—inventory reports showed “green” across the board. Instead of letting it go, the team collaborated with supply chain to audit the situation. What we found was eye-opening: product was sitting in the warehouse, but delayed transfers and low visibility in distributor systems meant shelves were staying empty for days. No one team “owned” the issue, but by taking action and working cross-functionally, we identified the gap and fixed the process. The result? A 12% sales lift in the affected regions in just one quarter. No flashy campaigns. Just operational clarity and teamwork. That didn’t happen because everyone stayed in their lane. It happened because people cared enough to follow the thread, bring others in, and own the outcome. The secret wasn’t more hours. It was shared ownership. Let’s normalize that. Let’s celebrate not just execution—but initiative. The people who ask “What else needs to happen?” instead of “Is this my job?” That’s where real impact lives. #Leadership #Accountability #CommercialExcellence #AnalyticsInAction #ExecutionMindset #CrossFunctionalTeams #OwnershipCulture

Cross-functional misalignment is the silent killer of great product strategies. But… how can you fix it? A couple of weeks ago, I asked about the biggest challenge in executing your product strategy, and many of you pointed to cross-functional misalignment. It's a concern that resonates deeply, and it's something we've been addressing with leaders in the CPO Accelerator. Why is this such a common hurdle? Misalignment often stems from the absence of a clear, shared vision. When teams like marketing, sales, and engineering are not aligned with the product vision, efforts become fragmented. This lack of unity can cause delays, wasted resources, and ultimately, products that miss the mark. To effectively tackle this, communication is key. Leaders must articulate the product strategy across all levels, ensuring every team understands how their work contributes to the bigger picture. This isn't a one-time effort but a continuous dialogue. Regular updates, town halls, and aligned roadmaps can keep everyone on the same track. Repetition is key here 🔑 Empowering product leaders with tools and processes to foster alignment is essential. This is where Product Operations can bring immense value, acting as a bridge between teams. By optimizing workflows and facilitating collaboration, Product Ops ensures that everyone moves toward the same goals without stumbling over each other. Remember, alignment doesn't mean micromanaging. It's about providing clarity, setting boundaries, and then trusting your teams to deliver results. Encourage a culture of experimentation and accountability. Allow teams to make decisions aligned with strategic outcomes, not just ticking off feature lists. By focusing on aligning teams with a shared vision and clear objectives, you can transform cross-functional misalignment from a barrier into an opportunity for collaboration and innovation. Let's make strides toward cohesive strategies that drive meaningful outcomes. How are you ensuring alignment in your organization? I'd love to hear your thoughts.