The SECRET to cross-functional alignment

There is so much ambiguity between marketing and sales and then someone else out there is going to say well what about customer experience? Customer experience is so important. Why is nobody talking about that anymore? And like well that's kind of all part of this customer experience marketing or is it sales? It's also a very good tool for sales. It's all ambiguous. The best team, the teams that are going to win, the teams that are doing well are when you have three or four cross functional leaders who just happen to be responsible for that team at the moment like a marketing person, a salesperson, a CS and they're all working together to serve the business. The business has goals. Okay cool. This is my unit. We're going to be responsible for this stuff. This is your unit. We're going to be responsible for this stuff. That's always going to be best back to timeless, you know type of lesson.