From Silos to Synergy: How Marketers Win with Collaboration

By working together, teams transform scattered information into shared knowledge and stronger results.

If you work in marketing, you know that very few projects live entirely within the marketing department. Every pitch, campaign, or proposal relies on data, insights, and approvals that live in Finance, Conflicts, Knowledge, or IT. Conflicts must be cleared before a pitch is sent or a matter is opened. Target clients are often prioritized based on revenue. The experience data we use to develop pitches and feed our websites is also tracked—sometimes in different formats—by the conflicts team. And IT—or increasingly, AI specialists—are the ones who help us test and deploy the platforms we rely on to deliver.

👉 At its core, marketing doesn’t stand alone—it thrives when it connects.

Collaboration Unlocks Smarter Insights

In professional services, overlaps are constant. Yet too often—especially when new software is introduced—each department operates in its own bubble:

• Finance: Provides billing and profitability data that can help marketing identify and prioritize high-value clients and sectors—creating opportunities for smarter targeting when systems are aligned.

• Conflicts and Risk: Maintain detailed client and matter histories, which, when connected to marketing systems, can add powerful depth to experience databases.

• Business Development: Conducts client targeting exercises that, when shared, can complement Finance’s insights and strengthen firmwide growth strategies.

• Knowledge Management: Curates matter summaries, precedents, and research that can directly enrich pitches and proposals when integrated into marketing workflows.

👉 Connected teams turn overlap into advantage—creating clarity, efficiency, and growth.

AI as a Shared Frontier

AI makes these gaps even more visible. Across firms, multiple departments are piloting tools:

• Finance is testing predictive models to forecast revenue and staffing needs.

• Conflicts and Risk are exploring AI-driven checks to speed intake and reduce manual review.

• Knowledge teams are experimenting with generative search across internal documents.

• Marketing is trialing AI for content creation, client segmentation, and analytics.

  
  

👉 Today, these pilots often happen in silos. But tomorrow, the firms that succeed will be the ones that connect them into firmwide solutions.

Imagine the possibilities:

• Finance + Marketing: Integrated dashboards that connect spend, realization, and business development outcomes.

• Conflicts + Marketing: AI that automatically flags relevant experience for pitches while streamlining approvals.

• Knowledge + Marketing: Databases linked to templates so experience data flows seamlessly into proposals.

• IT + Marketing: Unified platforms that eliminate manual re-entry of data across CRM, finance, and conflicts systems.

  
  

A Call to Collaborate

Marketers are natural connectors. By contacting Finance, Risk, Knowledge, and IT, we not only gain richer insights but also help our firms adopt technology in a smarter, more unified way.

The next time you evaluate a new tool or explore an AI pilot, don’t do it in a vacuum. Invite other departments into the conversation. Share what you’re learning. Look for overlaps. Build together.

👉 Collaboration isn’t just good practice—it’s a competitive edge. The firms that embrace it will move the fastest and go the furthest. How are you collaborating across teams in your firm? Share in the comments.