Company silos are breaking down all over the place. Cross-departmental projects and collaboration is improving overall productivity and strengthening company culture. These large shifts in the way businesses operate impact how marketing works within a larger organization.

These are the organizational benefits of marketing your business.

Customer Service

You can assist Customer Service with achieving faster onboarding by creating strong content that educates new buyers quickly. Use the marketing principle of providing content that answers the questions the audience has, not what you want to tell them. Put together targeted onboarding content that addresses the most pressing concerns of your different customers. Leverage Customer Service’s expertise to uncover what is the most critical information to get to new customers ASAP.

You both want customers to start using your product or service immediately, be happy with the experience, get so excited they start sharing this fabulous experience with your brand, and stay loyal to your brand. That’s your common ground.


The direct costs of recruiting and training a new employee can cost anywhere between 16% – 20% of the job’s annual salary for low and mid-level positions. These numbers don’t include the indirect costs of lost productivity as new employees need to catch up to the productivity levels of experienced employees, or the negative impact on customer relationships or employee morale.

Marketing can also assist in creating training materials that convey who the company is and its mission, with the intention of uniting everyone behind the company’s brand and purpose. Inspiring a sense of team camaraderie in service of a common goal is a necessary part of inspiring and keeping an engaged, loyal employee.

A company’s brand is one of its strongest recruiting tools.

Human Resources

Take advantage of your brand awareness best practices to help HR attract talent with your company’s mission and culture. Taking a brand awareness approach results in drawing out the passive job seekers – those not actively looking, but who are willing to make a move for the right opportunity. It also motivates candidates to contact HR even if there isn’t an open position. This way, HR isn’t always behind eight ball searching for talent. Instead, HR generates a database of employee “leads” they can contact when the need arises.


No one likes having to chase down customers for payment. First, it’s just awkward. You like your customers. Second, it’s inefficient. A/R teams aren’t that big and have a lot of accounting to do. Instead, help them automate their collection processes and frame calls-to-action (CTA) that get issues resolved or avoided entirely.Some accounting systems have automated email options, but if you integrate it with your marketing automation software, you can take advantage of all the workflow trigger criteria functionality and your expertise on setting up these workflows.

Manufacturing/Product Management

It’s so easy to overlook the final phase of the inbound methodology: Delight your customers. Ignore it at your peril. As marketers, you’re not on the frontlines dealing with customers and vendors, but you can bring that inbound perspective to your co-workers who are. Everyone appreciates timely, relevant communications. You can use marketing’s role as owner of brand management and experts in automated communication workflows to help manufacturing, product management, and fulfillment communicate valuable, actionable information.

Employee engagement remains depressingly low. Gallup research shows that a mere 32% of U.S. employees are engaged with their work.

Company Culture

Disengaged employees mean low productivity with little attention to detail or quality. One way to improve employee engagement is by building stronger bonds among employees across departments, which strengthens their connection to the company. As marketers, you have a ton of expertise in uncovering why people are attached or not to a company, as well as how to use content to build relationships.Who has ownership of your company’s internal communications? Does your company have an internal newsletter or web portal? You can kick off the cross-department bonding by creating a cross-department team that owns publishing your company’s internal newsletter and/or maintaining an internal employee portal.


Hopefully you see the benefits of marketing your business.  our expertise ties directly to value the entire company can provide all it constituencies. As the marketing team, embrace your role as managers of the brand. Pro-actively share and collaborate with other departments how to extend your company’s brand with every communication and interaction, from paying bills, hiring teams, or building a strong company culture.