You see it all the time. The CEO has a vision and OKRs for the company, yet John on the Customer Success team doesn't know how it matters to his role.

It's like the sales leader who is asking for more marketing-sponsored webinars and events, while the marketing team is more focused on traditional collateral like one pagers, Google ads, and pitch decks.

Each department goes off pursuing its individual goals, only ever sharing results at the end of the quarter. And then it's too late to make adjustments.

These companies should start to consider making structural changes that better align the organization around a single source of truth and shared goals.