People are no longer a company's best asset, they are its best technology
Collaboration needs contribution, commitment, and championing. To be sustainable, it needs to be embedded in the core principles that move us to action.
Marketing the makes business sense is also about understanding what customers want and helping deliver it. Delivering the relevant response might involve having to make fundamental changes in the way the business works.
Often marketing does not have real influence inside a business - especially if that happens to be a B2B. So much so, that you'd have to break the glass in case of marketing.
Does collaboration help with delivering better insights, better products, services, and experiences? What does collaboration mean to you?