From Silos to Success: Marketing & Enrollment Unite!

In higher ed, we talk a lot about partnership. But let’s be honest—sometimes it can feel more like a turf war than a team sport, especially between marketing and enrollment offices. I was reminded of this during a round-table session at the American Marketing Association higher ed conference this week.

Marketing and enrollment sometimes feel like they are on separate planets because, while their goals are related, they diverge. Marketing focuses on brand, visibility, and engagement, while enrollment zeroes in on applications, visits, and deposits. So, how can marketing teams be better partners to enrollment? Here are a few ways to turn those silos into a powerhouse of collaboration.

1. Solve Their Problems—Quick Wins Count!

A good partner understands what the other needs. What does your enrollment team need most right now? Quality lead growth? Quick-turn content? Application-driving digital campaigns? Start by asking them directly, and if this is a new partnership, look for some quick wins to build momentum.

2. Share the Wins—and the Lessons Learned

While celebrating wins is important, the real growth comes from analyzing what didn’t go as planned. Be open with enrollment about campaign insights, even if they’re not all glowing. Did a particular message fall flat? Was there a drop-off point? Sharing both successes and lessons learned opens the door to real collaboration and better results.

3. Choose Your Battles Wisely

If your first reaction to an enrollment campaign is that it’s off-brand, take a moment. Yes, brand compliance matters, but student impact matters more. Look at the message from a student’s perspective: will it prompt them to take the next step? Offer feedback on brand compliance, but make sure it’s framed within the campaign’s goals. If it doesn’t affect success, maybe it’s not a hill worth dying on.

Final Thoughts

Bringing marketing and enrollment together isn’t about turf—it’s about teamwork. By aligning goals, sharing insights, and focusing on how marketing can bring real value to enrollment, we can turn two complementary teams into a force for enrollment success. Here’s to working together, breaking down barriers, and making a big impact on students’ lives.