A previously unified Marketing Department evolves into Digital, Sales Enablement, Internal Agency and (the most problematic) Content.
As more and more new departments spring up in a growing company, strategic goals diverge and focus shifts to different outcomes. They become organizations within the organization and it’s nearly impossible to align all of the people in these sub-organizations because everyone works in their own isolated silo.
To make matters worse, in most of these companies the implementation of marketing changes to the corporate website falls to the IT group. In some cases, IT organizations employ either proprietary backend systems or other platforms built on technology familiar to the internal staff. As a result, Marketing might be unable to implement changes to their systems in a timely fashion, or at all, leading to a significant proportion of failed marketing strategies.