As your company grows, the lines between traditional marketing, online marketing, sales and product marketing will naturally begin to blur. Fighting any crossover or rejecting natural coexistence will have a negative effect on future marketing efforts and revenue. Assuming you have exhausted all other revenue channels for finding new “huge wins,” growth will have to come from improving current channels. While there may be some big improvements, most revenue increases will come from many smaller ones. Don’t be discouraged, small improvements can add up to huge revenue gains.
As changes occur, making sure your teams work together is of utmost importance. Disagreements aside, as long as everyone focuses on the same end goal—making a great product, giving customers a great user experience and increasing conversions—you will succeed.