The silos usually happen because each team is chasing slightly different definitions of “traction.” Product wants usage, marketing wants engagement, sales wants conversions—but they’re often pulling from the same story. The fix isn’t more meetings; it’s tighter feedback loops and shared language.
Starter Tips
Start by anchoring all three teams around a customer journey they co-define. Not a handoff from marketing to sales to product, but a cycle: what marketing learns fuels sales, what sales hears informs product, and what product builds becomes new ammo for marketing, or in crypto’s case, the reverse.
Reverse Starter Tips
We in crypto often find ourselves focusing on the product, while marketing focuses on narrative. Remember, it’s not just your functional team that’s a team - the whole company is a team! Ensure that sales passes on what marketing messages are working or not, ensure that marketing gives insight on product design, and ensure product guides and educates sales on its capabilities.
Misc. Tips
It also helps to treat content like connective tissue. Case studies, demos, pain point narratives—they shouldn’t live in separate decks. If everyone’s using the same assets (or even better, co-creating them), alignment becomes muscle memory, not a calendar event.
Silos form when teams protect their turf. Alignment happens when they share wins—and speak the same language about the customer’s world.