Organizational alignment starts with clear communication and collaborative thinking. From a marketing perspective, it becomes an enormous challenge to maintain a consistent brand message, optimize resources efficiently, and achieve desired outcomes without systemic alignment.

But alignment doesn’t just mean creating a strategic plan; it means building collaborative strategies, systems, roles, and culture. It’s imperative that leadership views the opportunity cost of this type of reactive management structure. When resources are disproportionately allocated to one business goal at the expense of others, it can significantly hinder a company's ability to optimize growth and dilute the brand. Given the pace of change in today’s environment, where M&A has become more prominent, funding has become less predictable, and technology tools like AI are reshaping the way we deliver services, it can be easy to fall into this trap!