When Alignment Drives Growth: Jordan Liebman on Cross-Functional Collaboration in Tech

For tech companies, the biggest growth killer often isn’t competition—it’s misalignment. Cross-functional collaboration in tech is essential to overcoming this challenge and driving growth.

Making the Invisible Visible

For tech companies, the biggest growth killer often isn’t competition—it’s misalignment.

That’s the warning from Jordan Liebman, a marketing executive who’s led teams at Verizon, BlueJeans, and Konica Minolta. In this episode of Go Beyond the Connection, he explains how cross-functional collaboration in tech drives measurable business growth—and what happens when internal silos go unchecked.

From translating customer needs internally to simplifying complex messaging, Jordan offers a clear playbook for creating alignment that scales.

Marketing as the Conductor

Jordan’s background spans agencies and global enterprise brands, but one theme remains constant: clarity drives results.

“Marketing isn’t just the loudspeaker,” he says. “It’s the conductor of the orchestra.” Each function—product, sales, engineering, operations—plays a unique part. But without shared rhythm and coordination, the outcome is chaos.

Marketing’s real value, he argues, is in translating the voice of the customer across every department. It’s about listening closely, aligning goals, and ensuring that what’s delivered externally is supported internally.

Clarity Over Complexity

In tech, complexity can become a crutch. But as Jordan points out, buyers aren’t looking for specs—they’re looking for solutions.

“They’re buying security They’re buying time. They’re buying growth,” he explains.

To reach them, marketers must reverse-engineer messaging from the customer’s goals, not from product features. His go-to strategy is consequence-driven storytelling: show the cost of inaction, the pain of delay, and the relief your solution brings.

“If your story isn’t understandable in the first 30 seconds, you’re already losing people,” Jordan warns.

Designing for the Whole System

Jordan emphasizes that strong cross-functional collaboration in tech must serve internal and external customers.

“Success is a loop,” he says. “Empowered teams create better customer experiences, and better outcomes build momentum inside the organization.”

Ignoring alignment leads to slow decisions, missed targets, and blame games. But when teams are synchronized around shared outcomes, business becomes a well-oiled machine.

Content That Connects

Marketing today is no longer a monologue—it’s a dialogue. And according to Jordan, winning brands know how to listen.

In an oversaturated content environment, the only messages that land are those built on relevance, feedback, and participation. He urges marketers to:

Make content radically relevant
Tell stories, not specs
Invite feedback and engagement

It’s not about volume—it’s about value.

Final Thoughts: Orchestrate for Impact

Growth doesn’t come from one brilliant team—it comes from a well-coordinated system.

As Jordan puts it:

“Customer-obsessed silos don’t just slow you down—they kill momentum.”

Cross-functional collaboration in tech is the bridge between innovation and execution. This episode is a roadmap for leaders who want to stop guessing—and start growing.

Based on a podcast interview with Jordan Liebman, Marketing Executive and Strategic Advisor at Konica Minolta.

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