Why Cross-Functional Collaboration Stalls, and How to Fix It

by Sharon Cantor Ceurvorst, Kristina LaRocca-Cerrone, Aparajita Mazumdar and Anja Naski

June 24, 2024

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Summary.

Corporate growth is the ultimate team sport, relying on multiple functions’ data, technology, and expertise. This is especially true as technology innovation and AI introduce new revenue streams and business models, which require significant cross-functional collaboration to get off the ground.

Sharon Cantor Ceurvorst is vice president of research in the Gartner marketing practice, finding new ways of solving B2B and B2C strategic marketing challenges. She sets annual research agendas and harnesses the collective expertise of marketing analysts and research methodologists to generate actionable insights.

Kristina LaRocca-Cerrone is senior director of advisory in the Gartner marketing practice, overseeing Gartner’s coverage of marketing leadership and strategy, cross-functional collaboration, proving the value of marketing, and marketing innovation and transformation.

Aparajita Mazumdar is senior research principal in the Gartner marketing practice, co-leading the research agenda for marketing technology. Her research focuses primarily on marketing strategy and technology topics such as cross-functional collaboration and marketing technology utilization.

Anja Naski is senior research specialist in the Gartner marketing practice. She edits the Gartner CMO Quarterly journal, highlighting the latest insights on critical challenges facing CMOs. Her research covers topics related to marketing operations, CMO leadership, and cross-functional collaboration.

Read more on Collaboration and teams or related topics Business management, Teams, Organizational culture, Organizational decision making, Organizational learning, Organizational change, Organizational development, Process management, Project management and Innovation

Why Cross-Functional Collaboration Stalls, and How to Fix It

Summary.

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