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Are marketers counting the cost of collaboration?
Forget FOMO, could fears someone might derail the strategy be dragging marketers into unnecessary meetings leading to confusion, unclear decision making and burnout?
For many marketers, collaboration is the name of the game. Internal marketing, selling big creative ideas to C-suite colleagues and aligning ducks into rows, all firmly part of their game plans. But do they collaborate too much?
According to new research from Gartner, 84% of marketers report high levels of ‘collaboration drag’ when working with colleagues from other functions. This is the result of marketing teams being put through too many meetings, getting too much feedback from colleagues and facing unclear decision-making processes.
“In my observations this is not a new issue or situation,” says Yoplait head of marketing Ewa Moxham.