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  "documentTitle": "The consumer industry’s journey towards digital maturity",
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      "text": "how work is done. \"It's just more difficult to think about any function in isolation because the processes are becoming so integrated,\" says David Cotteleer at Harley-Davidson. \"The opportunity for integration and collaboration is so great that it drives greater effectiveness and efficiency.\"",
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      "text": "Cross-functional teaming has become a permanent fixture. Multiple functions at the global hotelier now have the same performance metrics including operational effectiveness and costs. There are also digital professionals in almost every function, not just the digital units. \"We all work with the same scorecard and address issues together,\" he says. \"The company takes it seriously. A number of our metrics are reported all the way up to the CEO.\"",
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      "text": "Cross-functional teams also encourage employees to think differently. \"People have been focused on business capability delivery but just within particular segments of the business,\" says Halberstadt of Freddie Mac. \"Until you have a cross-functional view, you can't ask people to think differently.\" (See \"Cross-Functional Hospitality at Marriott.\")",
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      "text": "The experience sparked an important realization: \"We can create the best website on the planet and we can build the best search campaigns to reach customers,\" he says. \"But if we can't deliver an exceptional stay, guests won't come back.\"",
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      "text": "To tackle the guest experience head-on, Corbin began working closely with his counterparts in operations and, as he recalls, spent more time with them than with his own team. Corbin made good use of the operational knowledge and has been able to mobilize ground forces to make sure that Marriott's apps deliver on their promises.",
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      "text": "Technology can spur collaboration and help overcome the common barriers of functional silos. For example, one life sciences company is combining collaboration software and artificial intelligence tools to monitor what its research scientists browse online;",
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      "text": "When George Corbin, Marriott's senior vice president of digital, tried some competitors' apps, he found that although they worked well technically, they didn't deliver — he wasn't checked in when he arrived and he never received the dinner he ordered.",
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      "text": "Improving digitally enabled customer experiences also drives an increasing use of cross-functional teams. A leader at one organization noted that his teams may eventually dissolve boundaries between business units and P&Ls. As digital platforms allow customers to approach the company's product line as a coherent whole, the company will likely need to reorganize in order to meet these customers' needs effectively.",
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      "text": "As an example, Cotteleer points out that connected vehicles demand a stringent cross-functional approach to design and manufacture. \"It's no longer just about product engineering,\" he says. \"It is about software design, system integration, and other elements that fall outside traditional product engineering. Multiple functions in the company are now realizing that what used to be their domain is now also a domain of technology.\"",
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      "text": "The importance of working cross-functionally has become so important at MetLife that the company is training its hiring managers in behavioral-based interviewing skills to ensure that new hires have the requisite cross-functional abilities needed to get work done.",
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      "text": "ACHIEVING DIGITAL MATURITY • MIT SLOAN MANAGEMENT REVIEW 11",
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      "text": "FIGURE 8: Digitally maturing companies intentionally cultivate their digital cultures in support of critical business initiatives.",
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