As we enter December and plan for 2015 you only have to look at the myriad of feeds to see the word collaboration being used more often than not. But will collaboration become one of the key drivers for growth?
10 years ago I was still finding my feet in understanding the mechanics surrounding relationships. The digital world was evolving at an exceptional pace (and still is) and the tech world was becoming more and more ingrained into our lives, both personally and professionally. The aligned creation of hubs began to bring the smartest of people and organisations together and the collaborative element began to take shape. Rather than compete with each other they began to work with each other to the benefit of end users.
With so many new ideas and technologies coming to the market there had to be a sea-change as to how people could use all these areas effectively within their organisations. And so was born the collaborative marketplace.
This marketplace still remains an unknown for many but surely, to work effectively in driving growth, collaboration will become even more essential. Not a day goes by where clear alignment between organisations does not fail to shine through.
We all work in a world where, through relationships and aligned focus for growth, these marry up to the point where it makes absolute sense to work together rather than as separate entities.
From a marketing perspective surely companies will not continue to follow the old route to market through misaligned relationships. With time issues and budgetary constraints remaining ever-present collaborative units, where end-to-end solutions can offer significant savings whilst not diluting exceptional outcomes, will become the norm.
It’s still a new way of working in many eyes but every conversation we have clearly strikes a chord. Moving away from the classic client supplier relationship to more of a collaborative unit will offer such significant value that companies will inevitably be driven to ever greater closer ties. If you can remove the supplier tag and become far tighter a unit then surely your company and its related growth will benefit.
I’ve been in the world of disconnection for many a year but I am pleased to see this factor have less of a presence generally. We’ve still a way to go but collaboration is slowly becoming part and parcel of our corporate make-up and will reap benefits for all within the collaborative unit, this I have no doubt.
For those that continue to run the gauntlet of pitch processes and disparate briefing sessions, with supplier relationships the norm, there will come a time when the penny will drop. Hopefully before the bell tolls for last orders and the proverbial horse has bolted.
Wishing my kind readers a pleasant forthcoming festive break and every success, I hope collaboratively, for 2015.
Thanks as always for reading.