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What do you do if different departments within your SEM agency are constantly at odds?

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If you work in an SEM agency, you know how challenging it can be to coordinate different departments that have different goals, processes, and expectations. Whether it's the SEO team, the PPC team, the content team, the design team, or the account management team, there are bound to be conflicts and disagreements that can affect the quality and efficiency of your campaigns. How can you prevent or resolve these issues and foster a culture of collaboration and communication within your agency? Here are some tips to help you out.

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Arpan Banerjee

Google Ads Specialist | PPC - SEM

1 Identify the root causes

The first step to solving any problem is to understand what is causing it. Sometimes, conflicts arise from misunderstandings, miscommunication, or lack of information. Other times, they stem from competing interests, conflicting priorities, or divergent strategies. To identify the root causes of the friction between your departments, you need to listen to each side, ask open-ended questions, and gather relevant data. Try to avoid blaming, judging, or dismissing anyone's perspective, and focus on finding common ground and shared objectives.

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Arpan Banerjee

Google Ads Specialist | PPC - SEM
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If different departments within an SEM agency are constantly at odds: 1. Facilitate open communication and collaboration sessions. 2. Establish clear goals and expectations for each department. 3. Encourage mutual understanding of each department's roles and responsibilities. 4. Implement a conflict resolution process to address issues promptly. 5. Foster a culture of teamwork and respect for diverse perspectives.

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Philip Chilonda

Founder @ Clicks Craftsmen
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Address the root cause of the conflict through open communication, establish clear goals and procedures, and foster collaboration to ensure alignment and mutual understanding.

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Imran Nadir

Digital Marketing Specialist | Drive 10x Online Growth with Expert Google Ads, Meta Ads & SEO Services | Maximize Lead Generation & Boost Sales
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You have to be on same page to take your agency out of internal crisis, how do you know what is causing the conflict? You have to identify it with communication, sitting together, listening to each other and owning the things happening in agency. You can't solve anything if you don't know anything, discuss, write points and find the root cause!

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Lee Wilson

Service Operations Director
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Often the root causes are simple to fix. At the company level, it's important to ensure there are no systematic reasons or barriers to integrated working. For example, if teams have KPIs that are directly at odds with other teams, collaboration will be a challenge. The more you can process lead cross-team working and build in repeat interactions, the more naturally other teams will become used to working together. If there are other issues to be resolved, having an open forum chat with all parties involved can lead to faster problem-solving and setting the tone for honest feedback loops that are necessary for long term working.

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2 Establish clear roles and responsibilities

One of the most common sources of conflict in any organization is role ambiguity. When people are not sure what their tasks, expectations, and boundaries are, they can end up overlapping, duplicating, or neglecting their work. This can lead to confusion, frustration, and resentment among your teams. To prevent this, you need to establish clear roles and responsibilities for each department, and communicate them clearly and consistently. Make sure everyone knows who is in charge of what, who they need to report to, and who they need to collaborate with.

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Imran Nadir

Digital Marketing Specialist | Drive 10x Online Growth with Expert Google Ads, Meta Ads & SEO Services | Maximize Lead Generation & Boost Sales
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Bad things happen in agencies where role is not defined, means everyone reports to everyone. This creates mess and conflicts increase and ultimately put wrong pressure over all team members. If the responsibilities and roles are well defined, then there will be clear communication and less chances of conflicts. So try to divide responsibilities to the right person.

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3 Align your goals and strategies

Another way to reduce the tension between your departments is to align your goals and strategies. Instead of working in silos, you need to work as a unified agency that has a common vision and mission. To do this, you need to set SMART (specific, measurable, achievable, relevant, and time-bound) goals for each department, and align them with the overall goals of the agency and the clients. You also need to create and follow a coherent and comprehensive strategy that integrates all the aspects of SEM, such as SEO, PPC, content, and design.

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4 Communicate effectively and regularly

Communication is key to any successful relationship, and that includes the relationship between your departments. You need to communicate effectively and regularly with each other, using the appropriate channels, tools, and formats. You need to share information, feedback, ideas, and results, and make sure everyone is on the same page. You also need to communicate respectfully and constructively, avoiding personal attacks, insults, or sarcasm. And you need to communicate proactively and transparently, addressing any issues or concerns as soon as they arise.

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Imran Nadir

Digital Marketing Specialist | Drive 10x Online Growth with Expert Google Ads, Meta Ads & SEO Services | Maximize Lead Generation & Boost Sales
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Effective communication is the key here. You can use multiple tools to stay communicated with everyone in the team so that everyone could see all the reports. I use trello for teams better communication, I also used Notion in 1 agency. So try to get max out of tools.

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5 Encourage collaboration and learning

Finally, you can foster a positive and productive culture within your agency by encouraging collaboration and learning among your departments. Instead of seeing each other as rivals or competitors, you need to see each other as partners and allies. You can do this by creating opportunities for cross-departmental projects, meetings, trainings, and social events. You can also create a feedback loop that allows you to learn from each other's successes and failures, and improve your processes and skills. By collaborating and learning together, you can build trust, rapport, and synergy among your teams.

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Imran Nadir

Digital Marketing Specialist | Drive 10x Online Growth with Expert Google Ads, Meta Ads & SEO Services | Maximize Lead Generation & Boost Sales
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Learning is the life time process, team members tend to perform better if they are given learning and collaboration opportunities.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if different departments within your SEM agency are constantly at odds?

1

2

3

4

5

6

1 Identify the root causes

2 Establish clear roles and responsibilities

3 Align your goals and strategies

4 Communicate effectively and regularly

5 Encourage collaboration and learning

6 Here’s what else to consider

Search Engine Marketing (SEM)

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What do you do if different departments within your SEM agency are constantly at odds?

1

2

3

4

5

6

1 Identify the root causes

2 Establish clear roles and responsibilities

3 Align your goals and strategies

4 Communicate effectively and regularly

5 Encourage collaboration and learning

6 Here’s what else to consider

Search Engine Marketing (SEM)

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