November 30, 2018
The only thing we know for sure is that change is constant. Collaboration in the world of marketing in 2019 will look different than previous years, and as we come closer to the new year, we can better predict what’s to come.
We already know that high-performing marketing teams are 12.8 times more likely to collaborate than underperforming ones (Fourth Annual State of Marketing report). But next year, how much will the need for collaboration change? Will it become the main barrier to growth, outweighing knowledge, experience and skills?
To understand how to navigate the marketing collaboration landscape in 2019, we’ve listed some trends that are on the verge of taking off. To ensure you’re not left behind, start thinking about how you can instill greater levels of collaboration in your team, company and industry.
Marketing team collaboration
In 2019, technology will significantly improve how we collaborate online and in real time. Our demand for collaborative technology is increasing and enhancing our ability to communicate from anywhere in the world.
Last year Slack surpassed six million daily active users, and today it has become one of the best collaboration tools in the world for small and large companies alike (Forbes). Yet, while marketing teams rely on Slack to communicate, what do they use to for marketing collaboration?
When it comes to marketing software like HubSpot, Marketo and Mailchimp, the flow of creativity is often restricted and limited. It has been impossible for teams to collaborate in real time within the one software. Often, marketers have been left to work in silos, with more than 15% saying they don’t have a culture that supports collaboration (Content Planning Challenges, Trends & Opportunities).
In 2019, the need for marketing collaboration will become more vital than ever. The average buyer is more informed and is taking more time to make a decision. Over the last five years, the average sales cycle has increased by 22% (Kapost). This means that marketing teams need to brainstorm and deliver more persuasive and personal advertisements faster.
Next year, marketers will rely on their software and marketing stack to work better together. Designing timely, persuasive content takes a team, not just an individual. The software that will best suit a marketer's needs will be the one that offers the best collaboration capabilities.
With Autopilot’s Annotate and Collaborate feature, marketing teams can already work across multiple screens and timezones to ideate, edit, review, explain and publish journeys. In 2019, it will be out with the old, siloed technology and in with the new, collaborative software.
It has been proven that poor or non-existent collaboration across teams leads to slower company growth. Professionals have revealed that the lack of alignment between sales and marketing teams results in 60% weaker financial performance, 59% poorer customer experience and a 58% reduction in customer retention (The Payoffs of Improved Sales & Marketing Alignment).
To improve collaboration, companies need to facilitate the flow of customer data between sales and marketing. With greater access to data, teams can make more informed decisions that are less likely to be questioned by other departments.
Marketers need to connect their CRM system into their marketing automation software and build a central source of customer data — one source of truth. When customer insights are shared across teams, marketers and sales can achieve the following:
- Better communication on customer strategy
- A defined point when a lead becomes “sales-ready”
- A developed set of buyer personas that match the audience
- Personalized and intuitive customer journeys
To gain a single view of your customers, connecting CRM software with marketing automation software will be even easier in 2019. Instead of just one-way information sharing, we’ll see marketing software offering 2-way contact syncing, opening the door for sales and marketing team collaboration.
Open sharing of marketing strategies across industries
Marketers are always asking themselves what are the next steps a customer will take in their journey. They are continually trying to build customer journeys that are automated, yet customized to every individual, whether they be a prospect, lead or repeat buyer.
In 2019, trade secrets will no longer be locked away behind closed doors. When it comes to marketing, companies have already started to share their customer journeys and best marketing practices.
New libraries of knowledge will be offered to marketers no matter what platform, software or marketing stack they use. Instead of building a customer journey from scratch, you’ll be able to borrow one from an industry leader. It will be a journey that has already proved it’s worth and capability of nurturing leads, preventing customer churn or activating new prospects.
This customer journey can be used by any marketer, whether they be novice or professional. Simply click: "Use this template" to get the journey up and running in your marketing strategy or pay it forward by sharing it with your colleagues or the wider industry.
In 2019, collaboration within your own team, across teams and throughout industries will be the trend. Increased collaboration will give you more ideas on ways to solve a particular problem so you can spend less time designing and more time understanding the customer.