Learning how other teams in your company do their jobs is a great way to find more efficient ways to work together.
When I worked on an in-house marketing team, I would sit with a salesperson once a month and just listen to their cold calls. Hearing how they wrestled pitching for business was eye-opening for me. They would say things I hadn’t thought of. I also got to hear customer feedback, which helped me to understand what they cared about and (more importantly) what they didn’t.
Even though this sort of thing isn’t “standard” for a marketing role, it’s important for marketing people to understand the jobs of the sales teams they support. In addition to promoting closer alignment between the two teams, it also makes your messaging more effective. Everyone wins!
Product training is another great source of insight. Of course you want to understand the “top five benefits”, but it’s also helpful to see how products work and hear customer comments. Sometimes you’ll discover common questions or concerns that can help close sales faster if they are answered earlier in the marketing cycle.
These are just two examples of how getting to know a little bit more about other teams can help you improve your efforts and cross-functional efficiency. You may never become an expert web developer or analytics researcher, but understanding how those teams work may enable you to communicate more efficiently with your colleagues or marketing agency.
This kind of interaction can also help other teams feel more aligned and supported, making them more likely to buy into the strategies the marketing team is developing. The better you understand them, the more likely they’ll want to understand you.