MANAGEMENT TOP TIPS
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Tips on team tensions Collaborating with branding and marketing departments
1. Be approachable – and just say ‘yes’ There are so many advantages to encouraging the marketing team to come to you as early as possible. As one interviewee pointed out, if they are proposing using a novel ingredient, they need to talk to the legal team to assess the risk and also need to talk to the production team to look at cost/availa- bility as soon as possible to make the innovation process ef cient. How do you achieve being approachable? The key seems to be making sure that they are con dent that you will be positive about their idea and
Dr Caroline J. Walker
Tensions between teams in our industry are not unusual – but from interviews with technical leaders, we found one of the most signi cant challenges was how to make the relationship between their technical teams and the brand/marketing teams work better.
O r, as one interviewee put it: “The problem is that Technical and Marketing teams are superb at winding each other up. They are polar opposites in terms of personality and frustration can easily ‘leak’ out!”
Fortunately, these interviews also revealed a lot of great tips for making this interaction work well! In this short article, I have compiled these tips into a ‘how to’ list to bring their sage advice to our BDI readership.
50 ● BREWER AND DISTILLER INTERNATIONAL I november 2019
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