Why You Should Implement a Cross-Division Advisory Group

By Caitlin Currey \ July 16, 2024

Marketing Tips: Cross-Division Advisory Groups

Want to launch a successful marketing project for your organization? Tap into (a select few of) your stakeholders.

What do successful marketing projects in stakeholder-rich industries such as education, non-profits, and healthcare have in common?

They have to be just as strategic about teamwork and collaboration as they are about sending the right messages to the right people at the right time. In other words, they also have to involve the right mix of people, with a perfect ratio of “If you want to go fast, go alone” to “If you want to go far, go together.”

We’ve all had plenty of experience on the polar extremes of this spectrum, as either a lone wolf who can’t huff or puff their way forward or the ringleader of a circus in far too big of a tent.

So how do you find the right mix of stakeholder representatives?

That’s where the cross-division advisory group comes in – a group of experts from different areas working together to take marketing projects to the next level.

And here’s how to form your own cross-division advisory Voltron.

Key considerations for assembling a cross-division advisory group

To create a successful group, it’s important to:

• Choose the right people
• Set clear (SMART) goals
• Encourage open communication
• Meet regularly
• Evaluate and adapt as needed

With these crucial elements in mind, you’ll want to establish a few ground rules for your advisory group.

RULE 1: Set a tone of trust

Silos are a real problem in many organizations. Different departments operate independently, which can lead to mixed messages and missed opportunities.

A cross-division advisory group breaks down these barriers by bringing people from different areas together in a problem-solving capacity rather than a blame-sharing capacity. The goal is to find new ways of helping each other, with any potential conflicts that pop up incorporated as a new layer of the problem’s definition rather than a reason not to proceed.

This tone gets everyone on the same page, working towards the same goals, and making sure everything runs smoothly.

RULE 2: Be receptive to diverse thinking

How far across divisions should your cross-division advisory group reach?

Every department has something unique to offer, and often, those less “relevant” to the issue at hand can provide the freshest insights.

By bringing people together from different areas, such as financial, marketing, admissions, fundraising, and functional departments, organizations can tap into a broad wealth of interconnected knowledge.

Cast a wide net for diverse expertise, with the caveat that the representatives you select are all motivated to solve the problem. Selecting your group with these criteria will lead to more comprehensive decision-making and more innovative solutions.

RULE 3: Emphasize improved communication

No plan is perfect.

When a good plan meets the cold light of implementation, a few snags are inevitable. Strong communication is the only way to keep minor obstacles from snowballing into a full stop, or even the dreaded reverse course. The trick is to highlight any potential difficulties as they happen, and keep other advisory group members aware of any potential workarounds or detours that might be necessary as soon as possible.

A cross-division advisory group that makes communication a priority can keep everyone informed and involved, bolstering commitment among team members.

RULE 4: Encourage connective creativity

Great things happen when different minds come together.

The best marketing projects seem to distill seemingly disparate notions about a product or service into a singular impactful idea. That can only happen when differing perspectives are both incorporated and connected in the process.

For example, a university campaign can benefit from input from faculty, students, and staff. At the same time, nonprofits and healthcare organizations can create more powerful messages by including insights from multiple departments, bringing in practitioner expertise that ranges from highly technical to point-of-service.

RULE 5: Follow through

Once you’ve launched your latest marketing project, the advisory group’s job is done, right?

Nope!

After having assembled your marketing project version of The Avengers, it’s time to follow up on the far-ranging impacts of your efforts as your Advisory Group members fall back into their usual duties. What successes can be documented in each area to prove the effectiveness of the organization’s work?

This may be the greatest benefit of putting together a cross-division advisory group. Not only do they lend diverse expertise and creativity to a marketing project, but they also help to emphasize the importance of marketing’s raw materials (stories) across stakeholder types. After having worked on one marketing project, group members may become more avid contributors to ongoing editorial planning, content marketing, and outreach efforts that can set up your next campaign for success.

 

 

For more specific advice regarding your marketing projects and stakeholder management needs, contact idfive.