Post by Montserrat Cano

Silos impact organisational effectiveness, delivery and digital visibility. Working across product, delivery, technology, marketing and SEO, I could see that all create great value individually. But connecting them effectively around shared objectives was often challenging. Also, AI and technology doesn't automatically create teams alignment, prioritisation or business value. That's why the real opportunity goes beyond tech adoption, ie, ensuring the right people, processes and objectives are working together. In fact, many professionals have been working to connect tech, business, strategy and delivery for years, often under different titles. Thank you to IIBA Spain Chapter, Cristina Fernández Araújo, Rafa Pagán, Aysel Palacios Ardanuy, Fernando Estrada and others for the thought-provoking discussions. ---- I’m Montserrat Cano, a senior global marketer driving sustainable digital growth through data‑driven strategy, high‑impact project delivery and AI visibility. montserrat-cano.com