White Paper

Partners in Success: How Marketing Can Collaborate Successfully with Other Business Units

By Karen Bankston

posted 11.28.2017 (M & BD)

More than ever before, marketing and business development professionals are collaborating with colleagues across business units in efforts to build member relationships and their credit union’s position in a competitive marketplace.

As financial services become more reliant on digital products and delivery channels, marketers are honing their technological expertise and expanding their partnerships with IT specialists, data analytics professionals, and e-services staff to improve both marketing content and targeted delivery. The development and enforcement of brand standards ensures a cohesive and productive approach to marketing and branding across business units with member service and internal service improvements as a goal.

This white paper explores how credit unions are fostering internal marketing partnerships and shares several examples, covering:

• organizational structures that support collaboration across department lines;
• shared strategic aims and priorities to keep all business units focused on the same goals;
• a commitment to project management as a path to streamline planning for marketing promotions; and
• the evolving role of marketers in a business sector that relies increasingly on technology to serve members.