Silos are the game, but not the whole game.
We do operate in silos a lot in business, which is only logical. This post is not about silos, but silos do exist for a reason and can be beneficial to a business. The problem with silos is that people often don’t learn about tools that would be effective for the work they need to do, because those tools reside primarily in another area of the business. This can lead to missed opportunities for business development.
A good example is marketing and sourcing
Years ago, when I was running an ad agency — probably 2001 or so — I brought in Shally from JobMachine to teach my agency about sourcing methods and tools.
But wait. These were marketers and ad agency account managers. Why did they need to learn about sourcing technology and approaches?
Oh, many reasons.
Sourcing tools can help marketers primarily along these paths:
- Find/scrape business email addresses
- Find decision-makers and their social profiles/content they share
- Find details about a decision maker’s career to date
- Learn about Boolean string creation to target specific prospects
There are some amazing marketing, business development, and sales tools on the market. (There are some crappy ones too.) There are also some amazing sourcing tools on the market. (And same.)
What we really need to get to, though, is marketing teams and sourcing teams talking to each other — even if it’s just once a month — and showing how each side can help the other side.
We all want high-quality prospects on the sales side, and we all want high-quality candidates on the TA side. Both of those mean the company is set up to do well.
So it’s about working together
Can marketing help present the story of working there (i.e. employer branding) in a better way?
Can sourcing teach marketing how to micro-target individuals to find the perfect prospects?
Silos are great for functional expertise, but you need to break out of them once in a while to truly maximize the business and its current suite of tech products.