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During my first foray into marcomm leadership, every project seemed on fire. If the project was due at 3 p.m., the first draft was ready at 2 p.m., giving little time for adjustments. I noticed this happened with almost every project. As I did some research into the production calendar, I realized there were more projects than time. That meant if one project got behind, there was a ripple effect that continued to impact more and more projects the team was working on.
An initial strategy to address this involved offloading projects that were not the best use of marcomm’s time. The second strategy looked at increasing capacity through student workers and approved freelance partners. Despite implementing both, the team still struggled to accomplish all the tasks, finding many delays in the back-and-forth process with the campus partner. As I started exploring what would help the team, the idea of cross-functional teams emerged as a viable strategy to yield better alignment with key constituents, increase efficiency and create better products.
Cross-functional teams are groups of people from various areas in an organization who work together to achieve a common goal. I have used these teams with key university partners including enrollment, advancement and athletics. Each cross-functional team has several members from the marcomm team (usually a representative from communications, marketing, creative and web) and two or three members from the other unit. Together, these groups meet regularly and work as strategic partners to meet institutional goals.
Cross-functional teams are time-consuming but can have significant impact on outcomes, culture and organizational success when done well. Below are a few benefits of utilizing cross-functional teams when working with strategic campus partners.
Moving From Service Provider to Strategic Partner
One benefit of cross-functional teams is positioning marcomm teams as a strategic partner, not just an order taker. This shift allows marcomm to more meaningfully support institutional goals. Instead of executing someone else’s strategy, these teams can apply their individual expertise while collaborating on integrated strategies that support the partner and ultimately the organization. For example, the web team member can begin approaching the project thinking about the entire digital strategy, instead of just making a website pretty. This role’s shift helps improve relationships between the teams but ultimately drives results.
Operational Efficiency Creates Wins Faster
Familiar teams work faster. Less time is required to navigate procedural and relational decisions, such as who needs to review something or what the feedback process entails. In cross-functional teams, the members become comfortable with these aspects, allowing them to begin working faster. The speed comes not only from familiarity but also from intentionality. Shared institutional knowledge of the goals and the internal processes to complete tasks results in more thoughtful responses when adjustments are needed because of changes like enrollment shifts, market changes or budget adjustments.
Consistency Builds Brand Equity
Aligned teams also create consistent work. Regular collaboration leads to consistency in voice, tone and look on projects. For example, when cross-functional teams are collaborating on the goals for a piece, there is more likely to be synergy in the tactical execution of the piece or at a least a shared understanding of the approach. When there is no alignment, the teams may agree on the goal but are less likely to agree on the strategies and tactics, resulting in disjointed messaging and less effective outcomes.
Cohesive messages also build trust and recognition with external audiences, which is critical to support for university objectives. Ultimately, consistency across teams strengthens the university’s voice in the market and amplifies the impact of every communication.
Internal Alignment Supports Goals
One of the biggest benefits of cross-functional teams is how they strengthen internal alignment within marcomm. By collaborating closely with colleagues across disciplines, the marcomm team is better equipped to align its work with the goals and priorities of campus partners. For example, telling our story takes on an enhanced meaning when it is viewed through the lens of growing enrollment or raising private institutional support. In addition, this cross-functional collaboration fosters greater accountability and trust within the marcomm unit itself. From my experience, the team often internally aligns on the approach and presents a strategic (and united) front when pitching concepts or suggesting strategy shifts.
Empowered Teams Create Elevated Outcomes
Cross-functional teams facilitate learning from all members. Hearing new perspectives from other divisions creates new understandings, both within marcomm and outside of it. For example, web team members learn about graphic design and enrollment best practices. This occurs because cross-functional teams are collaboration-based, so all team members are empowered to contribute ideas instead of only giving feedback on their traditional roles. More broadly, the entire marcomm team benefits from cross-functional teams if there’s a way to share these learnings with the full group instead of just those in a specific meeting.
Working Toward Success
When I first stepped into marcomm leadership, the team was running full speed just to keep up, racing from one fire drill to the next with little time to pause, reflect or align. What initially seemed like a time-management problem turned out to be a deeper issue of structure, communication and partnership. Through the intentional creation of cross-functional teams, we began to shift from reactive executors to proactive strategic partners.
Cross-functional teams require time investment to create shared mission, collaboration frameworks and understanding of the work at hand. However, these teams generate shared ownership and strong trust, central to ongoing collaboration, partnerships and organizational innovation. Most importantly, the outcomes are usually a more agile, aligned and high-performing organization—better equipped to meet both immediate goals and long-term strategic priorities of the institution.
