![]() ![]() From their perspective, that can cause disjointed experiences.” They don’t allow you to get a single view of the customer. Meanwhile your customers are thinking: "Is this even the same company?" or "What they promise in their marketing materials isn't the same as what I actually get."īryan Yeager, an analyst with eMarketer says: “ Silos cause redundancy. If you've ever wondered why the welcome email from the SaaS tool you just signed up for doesn't match the tone of the blog posts from the same company? That's because one team is writing the emails in your nurture path, and another is creating the blog posts and neither team is working from brand guidelines, or a common editorial calendar. Silos Lead to Inconsistent Customer Experiences Let's take a look at the ways that silos create problems with your product marketing, your customers' perception of your brand, and inevitably, your bottom line. Three Ways Marketing Silos Damage Your Company ![]() When marketing efforts are fragmented, and marketers are executing campaigns without unified goals or even tactics, there will be problems that will affect your organization as a whole. Inside many large organizations, the fragmentation is so bad that the right hand has no idea what the left hand is doing. And yet our lives and our minds are incredibly fragmented. ![]() Tett says: "We live in a world where everyone thinks that they're hyper-connected with cellphones, internet. In the video interview below (Length: 5:21), Gillian Tett, author of The Silo Effect: The Peril of Expertise and the Promise of Breaking Down Barriers, explains exactly what silos are: This is the reason you might have experienced following a brand on Twitter and finding their tone to be friendly and attentive to customer problems, but then receiving cold and impersonal product update emails that sound like they were written by robots. How can you gain clarity into work being done when your marketers are doing work that no one knows about? Nearly 65% of marketers admit that silos obfuscate the campaigns they're working on. The conversations above happen regularly because of marketing silos. "You guys should write a blog post on X." "You mean we already have landing pages for that? And they're live ?" ![]()
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