In pharma, one function's celebration is another's starting point. The regulatory team celebrating a successful dossier submission is a huge milestone for them, but for the market access team, it's the beginning of an arduous journey, highlighting a fundamental disconnect in goals.
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Friction between teams often arises from deeply misaligned values, not just personality clashes. A "move fast" team measured by DAUs will inevitably conflict with a "reliability" team measured by uptime SLAs. True alignment requires shared goals, not just shared projects.
The industry's costly drug development failures are often attributed to clinical issues. However, the root cause is frequently organizational: siloed teams, misaligned incentives, and hierarchical leadership that stifle the knowledge sharing necessary for success.
Companies run numerous disconnected AI pilots in R&D, commercial, and other silos, each with its own metrics. This fragmented approach prevents enterprise-wide impact and disconnects AI investment from C-suite goals like share price or revenue growth. The core problem is strategic, not technical.
When different departments push their own projects onto the sales team, reps get overloaded. To solve this, enablement leaders must shift the focus of every initiative away from departmental priorities and toward a shared customer outcome. This unified goal minimizes internal friction and clarifies what's truly important.
Go-to-market success isn't just about high-performing marketing, sales, and CS teams. The true differentiator is the 'connective tissue'—shared ICP definitions, terminology, and smooth handoffs. This alignment across functions, where one team's actions directly impact the next, is where most organizations break down.
Misalignment stems from sales and marketing using different numbers and narratives. High-performing organizations treat GTM as a single, unified motion. They focus on seamlessly passing the customer from one stage to the next, prioritizing a collective win over defending individual functional metrics.
The FDA previously operated as seven distinct centers, each with its own legal and communications teams. This extreme siloing created nightmares for developers of combination products and led to absurd inefficiencies, like employees being unable to email files between centers.
With clinical development cycles lasting 7-10 years, junior team members rarely see a project to completion. Their career incentive becomes pushing a drug to the next stage to demonstrate progress, rather than ensuring its ultimate success. This pathology leads to deferred problems and siloed knowledge.
When patient engagement is owned by a single department, it's often treated as optional. To make it a core business driver, responsibility must be shared across R&D, medical, regulatory, and commercial teams. This requires a structural and cultural shift to become truly transformational for the organization.
Organizing by function (e.g., all sales together) seems efficient but incentivizes teams to optimize their individual metrics, not the company's success. This sub-optimization prevents cross-functional learning and leads to blame games, ultimately harming the entire customer value stream and creating a non-learning organization.
