The scope and purpose of marketing is expanding and the need to have well-curated and integrated approaches is now more relevant than ever.

In this context, cross-collaborations with sales, finance, IT, operations and other departments become crucially important.

The business-customer relationship can be viewed as part of a complex engine with all parts playing their roles harmoniously in order for the whole to operate smoothly and efficiently. Every aspect of marketing - product development, product marketing, trade marketing, branding, communications, design and digital marketing - must play a part in line with a well-defined marketing strategy, style and voice.

Centralized supervision and 360 cluster marketing planning for pre-launch, launch and post-launch are crucial. The head of marketing must be aligned with the heads of other departments as well as the company’s overall direction to yield a truly 360 working culture and approach to market.