"According to new research from EMARKETER and Zeta, 40% of marketers say that these invisible walls between teams are their top obstacle to success. Silos create confusion, waste spend, and block collaboration. Fixing them isn't a tech problem. It's a people and process problem. Marketing didn't choose to operate in silos. It was shaped by legacy tools and operating models that forced departments into narrow specialties: research, media buying, creative, analytics, and so on."
"Each team built its own metrics, tech stacks, operating processes, and incentives. And the deeper those specialties grew, the harder collaboration became. Without unified measurement, teams default to optimizing for what they can control: ad impressions, email opens, CTRs. But those metrics rarely reflect customer profitability or long-term value. As a result, marketing becomes a cost center to defend instead of a revenue engine to scale."
EMARKETER and Zeta found 40% of marketers identify invisible walls between teams as their top obstacle to success. Silos create confusion, waste budget, and block collaboration. Legacy tools and operating models pushed marketing into narrow specialties—research, media buying, creative, analytics—leading teams to build separate metrics, tech stacks, processes, and incentives. Lack of unified measurement causes teams to optimize for controllable metrics like impressions, opens, and CTRs rather than customer profitability or long-term value. That misalignment turns marketing into a defensible cost center instead of a scalable revenue engine. Fixing silos requires addressing people, processes, and organizational incentives rather than only deploying new technology.
Read at Marketing Dive
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