Stong and cohesive relationships across departments are essential for a successful B2B SaaS environment. Yet it’s often rife with internal politics due to the fast-paced, high-pressure atmosphere that necessitates swift decision making. So often there are too many views of the world, divided by opinion that’s based on so many different sources. Departments then follow their own paths resulting in conflict between teams.

The Sales team might be selling features that the Product team doesn't have in its pipeline. Meanwhile, the Product team is building functionalities that Sales claims are challenging to sell. Marketing struggles to keep up, depending on all other teams to generate content since they’re fighting to keep track of the rapidly unfolding events.What actually matters is that everyone is focusing on the same problems.

The need of the hour is a mediator - an impartial entity that offers a balanced view across the business, free from biases. This mediator should focus on the most important single source of truth - understanding the customer.

What does this mediator need to do:

Unite the methodologies – All departmental methodologies across your business should be customer-centic, aimed at better understanding customer needs. Focus on the same (and right) problems - Better understand the problems, then focus on finding a solution for the same (and right) problems
Prioritize based on fact, not gut - Remove the HiPPO (Highest Paid Person’s Opinion) in the room by using real data and hard facts that cannot be refuted. Share Real Stories - Use real-life and referenceable scenarios to create compelling stories that can be shared and understood across the business. Make it real. Remove comms relay from the c-suite - Remove the need for feedback mechanisms and don’t rely on communication relay and interpretation of departmental needs through management and the c-suite. Common truth is the glue. Be the glue that brings everyone together through a common truth

Creating a brand that resonates with everyone in your B2B SaaS business is about complete collaboration. It’s about listening to your customers, fostering common understanding, united problem-solving, fact-based decision-making, and compelling storytelling.