Omnichannel collaboration challenges cost time and resources, but they also limit the impact of marketing efforts. In this video, you learn why global and local teams struggle to align and what practical steps can help reduce waste, strengthen content adoption and improve commercial outcomes.

Why global and local teams struggle
Many organisations face a misalignment between global ambitions and local realities. Global teams develop broad narratives while local markets work tactically toward sales. Differences in incentives, resources and capabilities often lead to unused assets, duplicated work and slow activation. The result is costly inefficiency and frustration on both sides.

Key challenges in content and activation
Global assets are often not suited for digital formats or local context. Co-creation may feel symbolic, volumes of content are too low and market teams lack ownership. This disconnect leads to cultural misfit, relevance issues and inconsistent execution. Local teams may start over, adding even more waste and complexity.

Short term solutions to improve collaboration
Stronger governance, early input on formats and better use of customer insights can quickly improve alignment. Clear roles, early involvement and realistic variations help markets activate content more smoothly. Pilots and small experiments generate evidence for what works before scaling.

Long term models for sustained impact
More structural changes include centralising activation or shifting responsibilities to regional hubs. These setups help attract specialists, ensure consistent quality and reduce duplicated work. With stronger links between sales and marketing, teams can build journeys that support the full funnel and deliver measurable commercial results.