The data team is siloed. The creative team is works on its own. Marketing and Sales don't work together—they are siloed. The word has a negative connotation—and for good reason. Cross-functional teams ...

According to Cherian, having cross-functional teams under one roof that focus on identifying the right data to collect and how to optimise its use can streamline and expedite processes.

3. Define what success looks like. Cross-functional collaboration often fails because teams are chasing different versions of success. So each team should define what success would look like for them.