How to increase collaboration across functional publishing teams


Do you work in an organization that is focused on creating inspiring content? And do you wish that you could align communication efforts and improve collaboration across your functional teams? Leaving more time to concentrate on what really matters… bringing great stories to life?


The demands are changing

A difficulty for anyone involved in content creation or publishing in 2017 is how to better align their teams in order to keep up with the output demands caused by the rapidly-changing digital landscape.

Teams are often put into silos and too often become focused on creating great stories, only for their channel or platform. In many publishing organizations teams are simply focused on one print or digital channel, but are rarely working together on both.


Examples of publishing silos

One of our customers, who is a world-leading publisher (and unfortunately I cannot name), is an example of just this. They realized that their teams were working in silos. They had separate teams for digital and print publications, plus additional teams across multiple brands, and were not reusing and sharing content and ideas.

They needed better alignment amongst the entire organization to achieve the common goal of creating the most engaging and informative stories possible for their audience, across all channels. Without this, the result was wasted resources, wasted time and an inability to compete.

By streamlining their way of working, and encouraging collaboration, they achieved efficiency across the board.

Jack Welch, former CEO of General Electric and “Manager of the Century” (named by Fortune magazine) was also a fan of the strategy to reduce silos. His “boundaryless organization” approach ended up contributing to the company’s value rising by 4,000%. And even though this ‘new’ way of thinking happened 25 years ago, it is still very relevant to publishing companies today.


What is the cost of poor cross-functional collaboration?

Separating a good publisher from a leading publisher is shown by their ability to adapt. Leading publishers structure their teams so that they can efficiently collaborate, enabling a quick response time to consistently delight their audiences. Without cross-functional collaboration:

  • Resources are not shared efficiently. Stories are not easily available for reuse across different print and digital teams, therefore great content is being wasted.
  • Expertise are reduced and knowledge is limited due to information not being readily available or accessible to all members of the team when required.
  • Product quality decreases and time is ultimately wasted.


Pulling down the barriers

It is no longer acceptable for teams to work independently from one another. A customer-centric approach involves all teams and their members to work together, in order to remain competitive.

If you are involved in publishing, the first thing to look at is the current publishing system you are using and if it supports a collaborative approach. Teams need the correct tools to do the job, and tooling is one way to break down the barriers.

With the correct publishing system your team is empowered, self-organized, cross-functional and can respond quickly; sharing information instantly with all other functions and brands.


How does your publishing team compare?

  • Are the stories and content that your team create reused efficiently and effectively?
  • Is your team organized so that sharing content with other members and across functions is easy?
  • Does your team communicate well with each other, always knowing where to find resources and what needs to be contributed to a story?


Work smarter not harder

Our revamped Enterprise system, Enterprise Aurora, improves communication, remote contribution, and, of course, collaboration. Developed for world-leading publishers to create channel-neutral content in one single system, it additionally brings teams together by reusing and sharing assets. This next-generation system is making leading publishers re-think their way of working.


What can Enterprise Aurora do for you?

  • Improve communication within and across your teams
  • Provide instant insight into your publications progress
  • Encourage sharing and reusing content and assets
  • Streamline your entire workflow process
  • Empower your remote team by allowing them to see changes in real-time

If you are in the field of bringing great stories to life, and would like to know more about how Enterprise Aurora will change the way content is created, check out our new Enterprise Aurora product page.


Leonie May, Product Marketing Manager - Enterprise

Leonie develops and implements go-to-market strategies for WoodWing products. Combining product and industry knowledge, she works between customers and the development team to ensure customer needs are met. When she is not at work you’ll find her running around Amsterdam.