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How marketing can work effectively with other teams in a business

Blog Post Author – Kirsty
8th January 2021

Collaboration might seem like an empty buzzword when it comes to business strategy, but it’s a key component to ensuring success - if you take it seriously. Whether you think your company already collaborates effectively or needs a helping hand to find out why it’s so important, keep reading to find out how to connect the different areas of your business, how collaboration can positively impact your employees, plus the online team collaboration tools you need to make it work.

Digital marketing agency? Check out our list of the very best collaboration tools for agencies.

Why work with other teams?

Your marketing team is integral to your business, but teams shouldn’t work in silos. There are several reasons to encourage teamwork and collaboration in business.

Company alignment

One team, one dream, right? If your employees are aligned with the company’s goals, targets, and identity, it leads to a better customer experience, better employee morale, and increased revenue.


It doesn’t matter how experienced your team is, you can never know everything. Tapping into other areas of the business could open your eyes to something you’re missing. Plus, people often move around when it comes to their careers, but that doesn’t mean they aren’t an expert in something your team is working on. If you don’t ask, you don’t get.

Company culture

When humans feel as though they are a part of a team or family, it impacts their performance and attitude. Involving multiple areas of your business in decision-making, idea generation and execution means that no team will feel as though it’s on the sidelines, but instead, is working towards one shared goal.

Seamless brand identity

Customers can engage with your business across a multitude of touchpoints, which is why it’s important to make sure everyone is on the same page. From brand identity to tone of voice, collaboration helps your customers know exactly what your company is about, plus it builds trust and loyalty.

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What useful insights can other teams give you?

Customer knowledge

Unless you’re facing customers directly, you can never know as much as your support team does. It’s important to connect with your customer service representatives to receive valuable feedback, brand sentiments, and get to know the people behind the sales. This will aid you in informing your content strategy, messaging, and communication.

As well as connecting with customer service, marketing teams should link up with sales teams, to tap into the valuable data that comes from market research and to transform the lead into a conversion.

Product knowledge

The product team is the brains behind the products or services being sold, so no one knows the pros and cons as they do. Marketing teams that arm themselves with expert product knowledge can create more engaging content, respond to queries more effectively, and come up with new, exciting ideas to draw in new audiences.

Business knowledge

Learning how different areas of the business operate gives your teams an appreciation for what the others bring to the table, creating mutual respect among employees. This means that teams realize their work is appreciated, can see the impact on other parts of the business, and understand the bigger picture.

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Which teams should you be working with?

In theory, marketing team collaboration can encompass all of your teams in some way, but there are some main connections you should establish within your company.

Marketing and sales team collaboration

The marketing and sales teams are two peas in a pod when it comes to your customers. The marketing team drives leads, the sales team converts them. If these teams aren’t aligned in processes and messaging, it can lead to a bottleneck in the funnel, or dropping the ball entirely.

Creating a well-oiled marketing and sales machine will not only maximize sales but will ensure the best possible experience for your customer.

Marketing and support team collaboration

Some aspects of marketing and support go hand in hand, like answering direct messages on Twitter or responding to comments. It’s likely your marketing team will have some experience in customer service, but they don’t have the know-how that your support team does and they won’t have that one-on-one customer knowledge, either.

These days, customers use social media to not only engage with great content but to contact brands if there’s an issue or to offer feedback. It’s important to create a seamless relationship between your marketing and support teams to answer queries quickly and effectively, plus spread the workload to ensure productivity.

When it comes to marketing team collaboration, marketing, and customer service should be completely in sync when it comes to campaigns and offers. If the marketing team has a bright idea and successfully executes a campaign, but the support team knows nothing of it, it can make the company look disconnected and unprofessional when they’re faced with a question from a potential customer.

Marketing and design team collaboration

While many marketers will no doubt have some design experience, nothing compares to the expertise of a tried-and-true graphic designer. When marketing and design come together, beautiful things can happen.

These teams must work together to ensure consistency across brand assets, plus to create the very best content for social media, newsletters, and your website.

Marketing and product team collaboration

To create content that informs, educates, and excites your audience, you need to know the ins and outs of what you’re selling. Blog posts, videos, website copy, and social media posts should all come from a place of knowledge, so get connected with the product team, organize regular training sessions, and help your employees become company ambassadors.

What’s more, your marketing team can be your eyes and ears on the frontline, listening to customer feedback, suggesting improvements, and even gaps within your offering - so it works for both parties.

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The platform that lets you do it all - ContentCal

One feature that ContentCal prides itself on is the ability to connect teams via collaboration.

ContentCal provides your teams with one place to communicate, plan and strategize, with shared Calendars, a Content Hub Library, campaign planning abilities, and ways of gathering ideas from other teams within the business.

ContentCal Respond will allow the support team and marketing teams to collaborate on responses via social media from one unified inbox. If the marketing team needs further support, they can even assign messages to customer service experts to ensure the best level of service.

As well as viewing a social media schedule, marketers, copywriters, designers, and managers can view and store other materials, such as newsletters and blogs (thanks to ContentCal Articles), and even overarching campaigns, so everyone will always be in the loop. (Check out our guide to creating long-form content in a team)

With the Contributions feature, you can create custom forms to gather knowledge and insight from across the business, including new ideas, improvements, and feedback. It’s an easy way to encourage communication and feed information into the marketing team.


It all comes down to that old saying: no man is an island. Individual working time is paramount to allowing team members to focus, but marketing team collaboration is where the magic really happens.

The best free collaboration tools are team meetings, training, and company-wide strategies, but collaboration needs to be a thread that runs through your business to be successful, and this requires dedicated tech.

ContentCal is one of the best online team collaboration tools that allows teamwork to be at the core of your business, so why not give it a go?

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