Driving marketing team coordination through cross-functional collaboration and communication

AbstractThis study investigated the role of cross-functional collaboration and communication in enhancing the coordination of marketing teams within industries. Employing a descriptive research design, data were collected from 110 marketing team employees and analyzed using chi-square test to assess the association between collaborative factors (involvement, transparency, mindfulness, synergy, overall collaboration) and perceived coordination both within a team (team A) and between two teams (team A and team B). The findings revealed a significant positive association within team A, indicating effective internal cross-functional dynamics. However, no significant association was found between the collaborative factors and perceived coordination between team A and team B, highlighting challenges in inter-team collaboration and communication. The study underscores the importance of fostering strong internal team collaboration while addressing barriers to effective communication and collaboration across different marketing teams to optimize overall marketing coordination.