{"id":42359,"date":"2020-10-16T00:00:00","date_gmt":"2020-10-16T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/cross-functional-collaboration\/"},"modified":"2025-03-13T06:23:36","modified_gmt":"2025-03-13T13:23:36","slug":"cross-functional-collaboration","status":"publish","type":"post","link":"\/us\/en\/blog\/cross-functional-collaboration\/","title":{"rendered":"How to improve cross-functional collaboration across teams"},"content":{"rendered":"<p>You\u2019ve been there.<\/p>\n<p>Your business has multiple teams that have grown and succeeded independently of each other. They\u2019ve developed their own internal standard operating procedures\u2014their own habits and processes to complete their work.<\/p>\n<p>But you begin to realize that these teams are losing touch with each other. Work is getting repeated in multiple places, and slowly the broader company goals have drifted away from narrower department-specific goals.<\/p>\n<p>Innovation is being replaced with statements of \u201cbecause this is how we\u2019ve always done it.\u201d<\/p>\n<p>This is the slow silo effect that happens within many businesses as they grow. Teams begin to develop their unique way of doing things that become more and more distinct from the broader company and turn the company into a group of departmental \u201csilos.\u201d<\/p>\n<p>Now, the answer that many turn to\u2014and rightly so\u2014is to build a cross-functional collaborative team. Why? Because <span style=\"font-weight: 400;\">projects with strong cross-functional collaboration or executive support have<\/span> <span style=\"font-weight: 400;\">a 76% success rate<\/span><span style=\"font-weight: 400;\">, according to Stanford-based transformational leadership expert Behnam Tabrizi.<sup>1<\/sup> But success drops to 19% when projects have only moderate cross-functional support.<\/span><\/p>\n<p>Unfortunately, this process isn\u2019t easy. Building a cross-functional collaborative team can seem simple, but there are many small details that can make or break their success.<\/p>\n<p>And that\u2019s why, in this article, we\u2019re going to explore cross-functional collaboration from top to bottom, from defining what it is to how you can implement it effectively. We\u2019ll look at:<\/p>\n<ul class=\"table-of-content\">\n<li><a href=\"#What cross-functional collaboration is\">What cross-functional collaboration is<\/a><\/li>\n<li><a href=\"#how\">How remote work impacts cross-team collaboration<\/a><\/li>\n<li><a href=\"#A framework for doing it effectively\">A framework for doing it effectively<\/a><\/li>\n<li><a href=\"#The various barriers to doing it well and how to overcome them\">The various barriers to doing cross-functional collaboration well\u2014and how to overcome them<\/a><\/li>\n<li><a href=\"#Finally, a real-life example to learn from\">3 cross-functional examples from real teams<\/a><\/li>\n<\/ul>\n<hr \/>\n<p class=\"p1\">\ud83d\udd11 Spoiler alert: a powerful communication tool is one key to better collaboration. Grab the free checklist to help you choose the right one for your business.<\/p>\n<p class=\"p1\">\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/checklist\/communication_tools.pdf\" data-id=\"6a0b03a115aeb\" id=\"6a0b03a115aeb\">\n\t\t<button tabindex=\"on\"  on=\"tap:6a0b03a115aeb.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\u2705  Get the checklist<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40 \u200a Get this free checklist to pick the right communication tool for your business. <\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:6a0b03a115aeb.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p>\n<hr \/>\n<p><a name=\"What cross-functional collaboration is\"><\/a><\/p>\n<h2>What exactly is cross-functional collaboration?<\/h2>\n<p><b>Cross-functional collaboration, as its name suggests, is when individuals across different teams in a business form a new team around a new goal<\/b>. This can be a short-term (for a specific project) or long-term (for an ongoing growth strategy) arrangement.<\/p>\n<p><span style=\"font-weight: 400;\">The ability to work cross-functionally is highly valued, so much so that employers specify it in job postings. Take this field marketing manager role posted by event platform Socio:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-44684\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/04\/cross-functional-job-posting.png\" alt=\"cross functional job posting\" width=\"900\" height=\"525\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Cross-functional collaboration may be a short- or long-term effort, depending on the business need. For instance, a field marketing manager like the one above might lead a cross-functional event team who would recommend which conferences and trade shows the company should exhibit at. The team might look something like this:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Field marketing manager: Assesses and presents top event opportunities, prepares budgets, and handles logistics<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sales director: Weighs in on each event\u2019s lead potential and decides which sales reps and account executives to send<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Product manager: Helps optimize product presentation and plans how on-site demos will happen at the booth<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Customer service manager: Identifies existing customers who\u2019ll be there for nurturing and upsell opportunities<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To measure their success, cross-functional teams may track different metrics than what they do in their day-to-day roles. For instance, a product launch team may prioritize free trial sign-ups over closed-won deals, believing that those trials will convert at a higher annual contract value (ACV) in a few months.<\/span><\/p>\n<p>In any case, the fundamental philosophy behind cross-functional collaboration is that businesses work better when every team is working toward the same big goals and everyone has clarity about their roles and responsibilities in accomplishing that mission.<\/p>\n<h3>What\u2019s so important about cross-functional collaboration?<\/h3>\n<p>As businesses grow, it\u2019s natural for individual groups within them to slowly <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/working-in-silos\/\" target=\"_blank\" rel=\"noopener noreferrer\">form into silos<\/a>. Over time, those silos develop their own habits and goals. What once appeared as one unified company and brand can slowly end up looking fragmented.<\/p>\n<p>In many cases, when communication isn\u2019t as good as it should be, different teams within the same business can slowly begin working on goals that are at odds with each other (or at least not pulling in the same direction as effectively).<\/p>\n<p><span style=\"font-weight: 400;\">Cross-functional collaboration creates clarity in your business\u2019s goals and rallies focus around your customers\u2019 needs, leading to better products and more revenue.<\/span><\/p>\n<p>In short, without cross-functional collaboration, a business\u2014even if it\u2019s a small business\u2014can become less and less efficient over time.<\/p>\n<p><span style=\"font-weight: 400;\">There are three chief reasons cross-functional collaboration does this:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><b>It puts you closer to your customers.<\/b> <span style=\"font-weight: 400;\">The Startup<\/span><span style=\"font-weight: 400;\"> observes that, as more companies adopt product-led growth, \u201csuccessful organizations do not want developers guessing their customer needs.\u201d<sup>2<\/sup> This leads to cross-functional teams forming around the customer, creating tight feedback loops that benefit multiple departments. Dev builds faster, marketing creates messaging faster, and sales grasps pain points faster.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>It combats the silo effect.<\/b><span style=\"font-weight: 400;\"> The<\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/working-in-silos\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">silo effect<\/span><\/a><span style=\"font-weight: 400;\"> refers to departments gradually isolating from each other. When that happens, departments stop pulling in the same direction, or they may even work on goals at odds with each other. But as<\/span><span style=\"font-weight: 400;\"> Trello<\/span><span style=\"font-weight: 400;\"> notes,<\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/engineering-collaboration\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">meaningful collaboration<\/span><\/a><span style=\"font-weight: 400;\"> between employees with different skill sets establishes long-term lines of communication.<sup>3<\/sup> Cross-functional collaboration helps departments realize they depend on each other for success.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>It supports healthy brand management.<\/b> The fewer silos there are in place, the more ideas flow freely from employee to employee, team to team, and department to department. This open exchange of ideas is vital to <a href=\"https:\/\/www.censhare.com\/en\/blog\/what-is-brand-management\">brand management<\/a>, according to Frontify.<sup>4<\/sup> Cross-functional collaboration broadens everyone\u2019s perspective so the brand evolves. At the same time, it keeps individual ideas from diluting the brand experience.<\/li>\n<\/ol>\n<p>Basically, cross-functional collaboration can improve business clarity across teams and ultimately, lead to greater results and revenue.<\/p>\n<h2><span style=\"font-weight: 400;\"><a id=\"how\"><\/a><br \/>\nHow remote work impacts cross-team collaboration<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Remote work presents several challenges for fast, agile cross-functional collaboration. Today, speed and agility are more important than ever for a business\u2019s success. About 30,000 new consumer products come out each year, but<\/span> <span style=\"font-weight: 400;\">95% fail<\/span><span style=\"font-weight: 400;\">.<sup>5<\/sup> The pressure is on to be part of the 5% that succeed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the biggest challenges remote cross-functional teams face is distance, and not just physical distance. In fact,<\/span> <i><span style=\"font-weight: 400;\">Harvard Business Review<\/span><\/i><span style=\"font-weight: 400;\"> (HBR) defines three types of distance remote teams must overcome: physical, operational, and affinity.<sup>6<\/sup> Of these three,<\/span> <span style=\"font-weight: 400;\">affinity distance<\/span><span style=\"font-weight: 400;\"> is most important.<sup>7<\/sup> It encompasses the differences in culture, communication style, and hierarchy that often prevent team members from building a shared sense of fate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The right communication tools and strategy help close affinity distance. For instance, regular <\/span><a href=\"https:\/\/www.ringcentral.com\/video.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">video meetings<\/span><\/a><span style=\"font-weight: 400;\"> connect team members face-to-face, helping them to see each other as people and not just so-and-so from another department. Likewise, dedicated <\/span><a href=\"https:\/\/www.ringcentral.com\/teams\/overview.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">messaging<\/span><\/a><span style=\"font-weight: 400;\"> channels help cross-functional teams cut through the noise and stay focused on moving projects forward together.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But remote work also presents an advantage to cross-functional collaboration. Remote workplaces tend to flatten hierarchy a bit. This seems like good news, given Deloitte\u2019s findings that: \u201cThe shift from hierarchies to cross-functional teams is well underway. Our data shows that adopting team structures improves organizational performance for those that have made the journey; organizations that have not risk falling further behind.\u201d<sup>8<\/sup><\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-44686\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/04\/statistics-on-cross-functional-team.png\" alt=\"statistics on cross functional team\" width=\"900\" height=\"588\" \/><\/p>\n<p><span style=\"font-weight: 400;\">In fact, Deloitte\u2019s research on organizations that move to cross-functional teams found that 53% experienced a significant improvement in performance, and 31% reported that most or almost all of their work was being done in teams.<\/span><\/p>\n<p><a name=\"A framework for doing it effectively\"><\/a><\/p>\n<h2><span style=\"font-weight: 400;\">What teams need to work cross-functionally<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As we can see in the section above, cross-functional collaboration isn\u2019t wildly different for remote teams than for those at the office. However, understanding those differences can\u2019t be underestimated. <\/span><i><span style=\"font-weight: 400;\">HBR<\/span><\/i><span style=\"font-weight: 400;\"> reports that<\/span> <span style=\"font-weight: 400;\">75% of cross-functional teams are dysfunctional<\/span><span style=\"font-weight: 400;\"> because they fail in at least three of five areas:<sup>9<\/sup><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Meeting a planned budget<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Staying on schedule<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Adhering to specifications<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Meeting<\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-expectations\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">customer expectations<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Maintaining alignment with company goals<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Often, teams fail in these areas because they don\u2019t create sufficient clarity around who is in charge, what the team is accountable for, and which goals must be focused on. Here are three things to give your remote cross-functional teams so they have the clarity to consistently deliver positive results:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><b>Empowered leadership: <\/b><span style=\"font-weight: 400;\">Yes, remote workplaces do flatten hierarchy some, and that helps teams create an identity faster. Still, each cross-functional team needs a clear leader so accountability is understood. If a project falls off course, find a way to refocus the team around its leader. Say a content marketing manager is having trouble getting the sales, customer, and product departments to give input on a monthly editorial calendar. A director or executive can lend their voice to the conversation, clarifying the hierarchy and how the leader is to be supported.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Lean teams:<\/b><span style=\"font-weight: 400;\"> Cross-functional collaboration often operates like a delegation. Members may work individually, but they may also take work back to their departments and assimilate it into their existing workload. Keeping your teams lean and equipped with the right<\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/remote-working-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">remote working tools<\/span><\/a><span style=\"font-weight: 400;\"> makes it easier to track who is accountable for what.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Everything documented:<\/strong> Documenting as much as possible is critical to remote team success. First, it sets expectations that can be referenced at any time. Second, it tracks progress and key learnings, making it easier for cross-functional teams to iterate. For instance, a growth team might notice that brand mentions correspond with the biggest influxes of leads, leading to more investment in brand-building campaigns.<\/li>\n<\/ol>\n<p><a name=\"The various barriers to doing it well and how to overcome them\"><\/a><\/p>\n<h2>Watch out for these barriers to cross-functional collaboration<\/h2>\n<p><span style=\"font-weight: 400;\">Don\u2019t let problems that are easy to anticipate derail your employees from working cross-functionally together. Be on the lookout for these common culprits that can ruin<\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/effective-teamwork\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">teamwork<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Problem: A lack of trust.<\/b><span style=\"font-weight: 400;\"> A lack of trust gets in the way of<\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/collaboration-in-the-workplace\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">effective collaboration in the workplace<\/span><\/a><span style=\"font-weight: 400;\">. As trust decreases,<\/span> <span style=\"font-weight: 400;\">vulnerability and uncertainty increase<\/span><span style=\"font-weight: 400;\">, making teams reluctant to share and work through problems.<sup>10<\/sup><\/span>\n<ul>\n<li style=\"font-weight: 400;\"><b>Possible solution:<\/b><span style=\"font-weight: 400;\"> Practice<\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/collaborative-leadership\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">collaborative leadership<\/span><\/a><span style=\"font-weight: 400;\"> by emphasizing transparency and listening. Also help team members forge relationships with tactics like<\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/virtual-team-building-activities\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">virtual team-building activities<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\"><b>Problem: Social loafing.<\/b><span style=\"font-weight: 400;\"> Remember in high school when you had a group project, and there was always someone on the team who coasted through without contributing much, if anything? That\u2019s social loafing, and it happens in business teams too.<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><b>Possible solution: <\/b><span style=\"font-weight: 400;\">Keep cross-functional teams small and responsibilities specific so there\u2019s no mystery surrounding accountability. Also make sure that when recruiting members for a cross-functional team, there\u2019s strong alignment between skills and goals so everyone feels confident doing their part. Build feedback loops, too, like regular 10-minute check-ins to spot and address issues sooner than later.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\"><b>Problem: Poor communication.<\/b> <span style=\"font-weight: 400;\">Poor communication alone sinks one-third of projects<\/span><span style=\"font-weight: 400;\">.<sup>11<\/sup> A good rule of thumb: aim to overcommunicate so you prevent a<\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/lack-of-communication\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">lack of communication<\/span><\/a><span style=\"font-weight: 400;\"> from ever happening.<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><b>Possible solution: <\/b><span style=\"font-weight: 400;\">Unite remote team members through a central<\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/collaboration-hub\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">collaboration hub<\/span><\/a><span style=\"font-weight: 400;\"> or<\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/the-best-video-conferencing\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">video conferencing tools<\/span><\/a><span style=\"font-weight: 400;\"> that bring different<\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/communication-channels\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">communication channels<\/span><\/a><span style=\"font-weight: 400;\"> together in one place. That way, teams don\u2019t have to switch apps just to talk to each other. Making team communication rhythmic helps, too, such as scheduling a weekly kickoff.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\"><b>Problem: Misaligned goals and objectives. <\/b><span style=\"font-weight: 400;\">This typically happens because there isn\u2019t clear, strong leadership behind a cross-functional team. That creates haziness around who\u2019s accountable for what.<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><b>Possible solution:<\/b> Refocus on the leader so everyone is in alignment. Make sure your<a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/project-management-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\"> project management tools<\/a> are adequate, too. They should help you easily assign tasks, track due dates, and give the entire team project visibility. RingCentral\u2019s team messaging lets you assign tasks straight from your conversations:<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<figure id=\"attachment_6536\" aria-describedby=\"caption-attachment-6536\" style=\"width: 840px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-large wp-image-6536\" style=\"padding-top: 25px; padding-bottom: 0px;\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image1-186-1024x696.png\" alt=\"RingCentral desktop and mobile app\" width=\"840\" height=\"571\" \/><figcaption id=\"caption-attachment-6536\" class=\"wp-caption-text\">In <a href=\"https:\/\/www.ringcentral.com\/rcapp.html\">RingCentral\u2019s desktop and mobile apps<\/a>, you can assign tasks to teammates in your group messaging thread so that everyone can easily stay on track and keep each other accountable.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Problem: Divergent technologies. <\/b><span style=\"font-weight: 400;\">This happens when everyone brings their own tools to the project. This can easily happen with cross-functional collaboration because different departments may use different software.<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><b>Possible solution:<\/b> Identify what collaboration tools are crucial for the project and which options are most accessible. For example, if three departments use Google Docs, but one uses Notion, it\u2019s probably best to go with Google Docs. That way, you\u2019re choosing the tools that give the team its best chance for success.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<div class=\"tip\">\n<div class=\"tip-heading\"><strong>Pro-tip:<\/strong><\/div>\n<p>One of the main perks of sharing that <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/team-knowledge\/\" target=\"_blank\" rel=\"noopener noreferrer\">team knowledge<\/a> is that if an <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/employee-resigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">employee does resign<\/a> one day, it\u2019s easier to fill that gap because that person wasn\u2019t the only one in the company who knew how to do a certain thing.<\/p>\n<\/div>\n<p><a name=\"Finally, a real-life example to learn from\"><\/a><\/p>\n<h2><span style=\"font-weight: 400;\">3 cross-functional team examples<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Want some examples of how companies have used cross-functional collaboration to deliver business results? Here are three stories to inspire you.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">1. GrowthHackers<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">First, GrowthHackers details<\/span><span style=\"font-weight: 400;\"> how Capital One built a cross-functional team<\/span><span style=\"font-weight: 400;\"> to support its CreditWise monitoring app.<sup>12 <\/sup><\/span><span style=\"font-weight: 400;\">Pranav Khanna,<\/span> <span style=\"font-weight: 400;\">VP of product and analytics for the project, recognized CreditWise hit a point in its product life cycle where retention and revenue had become as important as user acquisition. By uniting employees from product, design, engineering, marketing, and data, Khanna built a team that expanded CreditWise\u2019s growth to a full AARRR funnel (acquisition, activation, retention, revenue, referral).<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">2. Auth0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A second example is how<\/span>\u00a0<span style=\"font-weight: 400;\">Auth0 redesigned its homepage through cross-team collaboration<\/span><span style=\"font-weight: 400;\">.<sup>13<\/sup> The project became a priority when internal testing revealed that 40% of visitors didn\u2019t know what Auth0 did after seeing its homepage. So Auth0 pulled together a team with members from growth, marketing, content, and UI engineering to redesign the homepage. After some A\/B testing, Auth0 found a design with a CTA that <\/span><span style=\"font-weight: 400;\">converted 39% more form-fills:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-44687\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/04\/redesigning-home-page-through-cross-functional-collaboration-1024x547.png\" alt=\"redesigning home page through cross functional collaboration\" width=\"1024\" height=\"547\" \/><\/p>\n<h3 class=\"heading h3\">3. Asana<\/h3>\n<p><span style=\"font-weight: 400;\">Third, Asana shares how<\/span> <span style=\"font-weight: 400;\">InVision relies on cross-functional collaboration to create impactful marketing campaigns<\/span><span style=\"font-weight: 400;\">.<sup>14<\/sup> The 100%-remote company starts campaigns through tight collaboration between its marketing and product teams. From there, they involve the executive. They even involve the whole company when it comes to launch campaigns for new products or features, using those internal reactions to see what insights bubble up.<\/span><\/p>\n<h2>Support remote cross-functional collaboration with the right tools<\/h2>\n<p><span style=\"font-weight: 400;\">Ultimately, cross-functional collaboration is unique to every business, so flex and adapt the tips from this guide to how they work best for your teams. Picking the right tools makes this much easier, especially communication tools that let your team to collaborate from anywhere.<\/span><\/p>\n<p>Looking for a tool that can help facilitate this type of teamwork in your business? Check out <a href=\"https:\/\/www.ringcentral.com\/rcapp.html\" target=\"_blank\" rel=\"noopener noreferrer\">RingCentral\u2019s desktop and mobile apps<\/a>, which bring together team messaging, a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/find-best-phone-service-for-small-business\/\" target=\"_blank\" rel=\"noopener noreferrer\">phone service<\/a>, and video conferencing\u2014all in the same place to give your team multiple channels to collaborate on.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<div style=\"font-size: 14px;\">\n<p><sup>1<\/sup> hbr.org\/2015\/06\/75-of-cross-functional-teams-are-dysfunctional<\/p>\n<p><sup>2 <\/sup>medium.com\/swlh\/collaborating-effectively-in-cross-functional-product-team-settings-5e08ee6057b8<\/p>\n<p><sup>3<\/sup> blog.trello.com\/tips-to-improve-cross-team-collaboration<\/p>\n<p><sup>4<\/sup> frontify.com\/en\/blog\/why-cross-functional-collaboration-is-vital-to-brand-management<\/p>\n<p><sup>5<\/sup> hbswk.hbs.edu\/item\/clay-christensens-milkshake-marketing<\/p>\n<p><sup>6<\/sup> hbr.org\/2018\/02\/how-to-collaborate-effectively-if-your-team-is-remote<\/p>\n<p><sup>7 <\/sup>hbr.org\/2012\/09\/three-symptoms-of-a-vulnerable-team<\/p>\n<p><sup>8<\/sup> www2.deloitte.com\/us\/en\/insights\/focus\/human-capital-trends\/2019\/team-based-organization.html<\/p>\n<p><sup>9 <\/sup>hbr.org\/2015\/06\/75-of-cross-functional-teams-are-dysfunctional<\/p>\n<p><sup>10 <\/sup>scienceforwork.com\/blog\/trust-impact-team-performance<\/p>\n<p><sup>11 <\/sup>info.coreworx.com\/blog\/pmi-study-reveals-poor-communication-leads-to-project-failure-one-third-of-the-time<\/p>\n<p><sup>12 <\/sup>blog.growthhackers.com\/building-a-cross-functional-growth-team-at-capital-one-5df93d39b1ee<\/p>\n<p><sup>13 <\/sup>auth0.com\/blog\/design-driven-by-metrics-and-cross-team-collaboration\/#First-Things-First&#8211;Cross-Team-Collaboration<\/p>\n<p><sup>14 <\/sup>blog.asana.com\/2017\/09\/invision-process-execute-great-marketing-campaigns<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>You\u2019ve been there. Your business has multiple teams that have grown and succeeded independently of each other. They\u2019ve developed their own internal standard operating procedures\u2014their own habits and processes to complete their work. But you begin to realize that these teams are losing touch with each other. Work is getting repeated in multiple places, and &#8230;<\/p>\n","protected":false},"author":29,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901],"tags":[3642,18258,18259],"class_list":["post-42359","post","type-post","status-publish","format-standard","hentry","category-business-leadership","tag-collaboration","tag-cross-functional-collaboration","tag-cross-functional-teams"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to improve cross-functional collaboration across teams | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"How can marketing &amp; sales teams work better together? 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