The Hidden Cost of Misalignment

Why Collaboration Isn’t Just Culture, It’s a Competitive Advantage

Every business says they value collaboration. They add it to job descriptions, promote it in company town halls, and bake it into their mission statements.

But what happens when teams think they’re aligned, only to find out, mid-campaign or during a client renewal, that they’re moving in different directions?

That’s where misalignment shows its true cost. Not in one big blow-up, but in slow, silent leaks:

• An email campaign gets launched just as Sales begins intense follow-up. Result? Mixed signals, confused prospects.
• IT delays a simple domain fix. Marketing emails bounce. Leads go cold.
• Sales requests that leads be untouched; Marketing is running automations. Silence becomes friction.

These are not intentional missteps.

Everyone is working hard.

But the difference between effort and orchestration is what separates average teams from high-performing ones.

Let’s break it down.

Misalignment: A Common Problem with Compounding Costs

According to a 2023 Forrester report, B2B organisations with tight sales and…