// organizational alignment

All signals tagged with this topic

Sep 11

Executive Expectations Shape Marketing's Role More Than Strategy

Forrester's research identifies a structural problem: companies let leadership's beliefs about marketing's role—not competitive advantage—determine how they deploy it. Organizations viewing marketing as a cost center or communications function rather than demand generation or product strategy will systematically underinvest and misalign their operations. For growth-focused companies, the audit is straightforward: what your executives actually expect from marketing signals whether you're positioned to compete or ceding ground to rivals whose leadership has updated its model.

theme-brand brand strategy customer experience organizational alignment

Jun 9

Fragmented Experiences Kill Growth in 2026

Source: Featured Blogs - Forrester

Forrester's data shows leading brands are winning not through incremental experience improvements in individual channels but through integrated systems that coordinate brand, customer, and employee experience. A fractured CX strategy now actively suppresses revenue. Companies treating these as separate optimization problems hit a wall: disconnected employee experiences lead to inconsistent customer touchpoints, which erode brand perception and compound acquisition costs. The winners have moved from omnichannel playbooks to systems thinking.

theme-brand marketing strategy organizational alignment ai adoption

Jun 9

Why CMOs and CIOs Are Fighting Over AI Agents

Source: Search Engine Journal

Marketing and IT leaders are optimizing for different outcomes in the AI agent space. CMOs want autonomous systems that drive customer acquisition and conversion; CIOs prioritize security, scalability, and infrastructure governance. This misalignment creates blind spots in vendor selection, implementation timelines, and ROI measurement that suppress marketing efficiency and revenue capture. Brands without explicit cross-functional ownership models for AI agent deployment see conversion gains foregone while infrastructure costs rise.