What is a #OneTeam culture?

Is it getting your Sales Development team on the same page? Is it making the executive team accessible to the rest of the workforce? Is it the same thing as sales and marketing alignment?

Yes, and no, to all of the above.

While a #OneTeam culture involves all of those things, it's really about something even greater. Everyone wants to align sales and marketing, but they forget that those large units are made up of smaller subsets of teams and individuals.

If the goal is just to get the big departments working together, you're fighting an uphill battle. Instead, you want to focus on the smaller units and work up.

Companies are made up of individuals, and you need each person on board and in possession of the right tools to create a unified team.

There are three keys to creating a #OneTeam culture: Attitude, Process, and Goals.

Let's take a look at each of those to see how they tie into creating a #OneTeam culture.

1. Attitude

It all starts with cultivating a #OneTeam attitude.

Everyone is in this together. So, every person needs to be working toward the benefit of the whole rather than individual gain.

There's a certain mindset to that kind of single purpose.

It's hard (if not impossible) to get people to work together if they don't each have the attitude that working together benefits everyone.

2. Process

Attitude is crucial, but it does not get you anywhere without a process in place to put that attitude to work.

You have to put together an operation that functions as a whole, too.

That means making sure that things like workflow, reports, and visibility all assist the separate teams in working together as a cohesive unit.

It's not enough to just pay lip service to the greatness of a #OneTeam culture.

Words without actions don't accomplish anything.

3. Goals

Everyone should be familiar with SMART goals by now. Specific. Measurable. Actionable. Realistic. Timely.

The exact words in the acronym might be a bit different for you depending on where you first heard the term, but pretty much everyone knows what it boils down to.

Goals are important for individuals, teams, and companies. Aligning all of those goals is important for creating a #OneTeam culture.

Individual goals should mesh with team goals, which in turn should mesh with the company goals.

Everyone needs to be working toward, and measuring the same things, no matter how separate their roles may seem.

For example, sales and marketing should have the same pipeline of revenue goals. Both teams should experience the same level of ownership for those goals.

Of course, this kind of culture isn't about just aligning sales and marketing. It's about bringing the goals of everyone together.

You can pair the attitude that desires a #OneTeam culture with a process that helps it work, and bring it all together with common goals.

With these three key pieces, you won't be wondering how to align sales and marketing anymore. Instead, you'll be looking at the achieved alignment of the entire organization.

Published on: Mar 30, 2018
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.