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Creating synergy with your marketing team

Synergy—what is it?

Creating synergy with your marketing team

Oct 17, 2014

Ian Douglas
Marketing Coordinator 

Synergy—what is it? Why is it important? Why are people still using that word? The discerning business man or woman may recognize the term as being associated with large-scale corporate mergers and acquisitions, but synergy’s relevance encompasses a much broader spectrum of business applications.

Merriam-Webster’s defines synergy as “a mutually advantageous conjunction or compatibility of distinct business participants or elements (as resources or efforts).” It derives from the Greek synergos for “working together.”

It is the responsibility of the marketer to perform advance reconnaissance on the client and subject matter before the first meeting takes place. However, it is also the responsibility of the client to inform their marketing team of as many things as possible, ensuring that both parties have all the information they need to form an efficient and productive relationship.

Synergizing with your marketing team means helping them help you: laying down a clear groundwork of any goals or guidelines you might have, remaining in constant contact, continuously fine-tuning your efforts, and achieving the best possible results.

If you are planning a social media or targeted marketing campaign, be sure to discuss your ideology, potential client base, and value propositions before the campaign gets under way to ensure that your marketing team doesn’t go off in a direction that doesn’t suit your ideals.

The incentives for sharing knowledge are numerous, but one must be careful not to unbalance the scale by weighing in too heavily. As with most things, there are two sides to the synergy coin; too much input and contact from a client can lead to negative synergy, resulting in a loss of productivity and quality for your marketing campaign.

If there is a negative synergy, the whole is less than the sum of its parts. In other words, sometimes marketers can actually accomplish more by working alone rather than working together. Rather than assuming that synergy exists, can be achieved, and will be beneficial, marketers and their clients need to take a more balanced view. Counter synergy’s natural allure by subjecting the information available to rigorous evaluation before staying a certain course. As with all things in the marketing world, continuous measurements and adjustments must be made for maximum benefit.

Measurement, balance, and evolution are the keys to marketing synergy. Trim your sails to the wind and set a course for success.


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