How to solve the global/local omnichannel collaboration challenges

Sign up to watch our exclusive video featuring Mikkel Andersen, Senior Director of Digital Marketing at Demant, as we discuss some of the most common challenges organisations face in bridging global/local marketing setups and offer guidance on how to solve them – both in the short and long term.

If you work in marketing at a multinational B2B or life science company, you might be facing these common challenges:

1. Global content and other supportive materials (frameworks, best practices, etc.) are not being effectively used in local markets because they are not tailored to specific needs. And when the content is used, the localisation process is often time-consuming and inefficient.
2. Local sales teams are not following up on leads generated through marketing because sales reps believe the leads are of insufficient quality and have higher-priority tasks.

But why does this really happen?

The issue often stems from deeper misalignments between global and local strategies:

1. Local markets are given significant autonomy because they have the best understanding of their own needs, and global teams aim to respect that expertise. At the same time, their priorities often differ: global teams focus on scaling and experimenting, while local teams are driven by short-term results. As a result, global teams may develop extensive, costly content that is rarely implemented at the local level.
2. Sales is often brought in too late – only after leads have been generated – leaving little opportunity for input or alignment. The gap between sales and marketing can widen further due to differing priorities: marketing teams typically take a long-term perspective, while sales teams may be under pressure to deliver immediate results. This misalignment can lead to local sales teams not following up on marketing-generated leads, even when those leads are high-quality and valuable.

To gain instant access to practical tips and tricks that can deliver immediate impact, along with insights into potential long-term solutions requiring structural changes – such as adjustments to organisational design, incentives, and processes – fill out the form below.