The Hidden Growth Engine: Why Your Communications Team is Your Greatest Untapped Asset
From boardrooms to Slack channels, comms teams shape messaging, influence employee culture, and drive revenue, reputation, and resilience. Yet many companies still treat them as a necessary but secondary support function rather than a critical driver of growth, influence, and risk mitigation. If you’re not positioning your communications team as a strategic business accelerator, you’re leaving massive value on the table.
Communications: The Most Underrated Growth Engine
The modern workforce has fundamentally shifted. Employees expect transparency, customers demand authenticity, and markets move at lightning speed. In this landscape, a strategic comms team isn’t just an asset—it’s a competitive advantage.
A high-performing comms function drives measurable business results. Here’s how a strong comms team can make a significant impact on bottom-line goals and help your organization thrive:
1. Communications as a Revenue Driver
Your comms team plays a vital role beyond internal updates and PR management—they are a strategic growth engine. But to drive real business impact, comms executives and teams need transparency from leadership on strategic direction and a voice in the room where key decisions are made. When comms is fully integrated into the business, the right messaging can build client trust, influence decision-makers, and position your company as the go-to leader in its space. Ensuring comms has a seat at the table isn’t just a nice-to-have, it’s a business necessity.
2. A Weak Comms Strategy Is a Business Risk
In a volatile world, silence is not neutral—it’s a liability. The absence of a proactive communications strategy can cost a company millions in lost trust, missed opportunities, and reputational damage. Whether it’s navigating a crisis, responding to cultural shifts, or preparing executives for high-stakes moments, comms teams are the first line of defense against risk. Leaders who fail to invest in preparing their strategic communications teams often find themselves playing defense when it’s too late.
3. Executive Influence Requires More Than Just Presence
Brand success depends not just on product quality, but also on the perceived power of its leadership. Today’s executives must do more than lead internally; they must be visible, authoritative voices in their industry. If your comms team isn’t strategically positioning your leadership—through speaking engagements, media placements, and digital thought leadership—you’re missing critical opportunities to drive influence, attract top talent, and shape industry conversations. But it’s not just about where executives show up—it’s about how they show up. Personal branding plays a crucial role, from voice and tone to the way leaders engage with their audiences both publicly and within their organizations. The most effective thought leaders don’t just participate in the conversation—they shape it through authenticity, consistency, and a clear point of view.
4. Comms Teams Are the Ultimate Internal Power Brokers
Communications teams are the connective tissue between marketing, HR, product, and leadership. They not only drive alignment across these internal teams but also oversee the culture that fuels them. While company culture is everyone’s responsibility, it’s the comms team that holds the reins, ensuring that the internal narrative aligns with the broader company mission. Without this leadership, silos form, productivity wanes, and the company’s external messaging falls flat. Comms ensures that strategic priorities are clear, everyone is engaged, and the organization is moving in the same direction.
The Bottom Line
Communications teams go beyond sharing information—they shape how a company engages with employees, clients, and the world. Companies that elevate their comms teams beyond engagement and into business acceleration will be best positioned for long-term success.
For CMOs and business leaders, the choice is clear: leverage your communications team as a strategic powerhouse—or risk being left behind.
At Consiglieri, we craft communication strategies that seamlessly integrate into your organization's leadership and culture. Our experience working with executives across industries has given us valuable insights into the power of aligning internal and external communications. Whether it’s direct comms support for executives and their teams or offering strategic counsel based on our deep understanding of executive branding and organizational dynamics, we are uniquely positioned to help drive meaningful change. Ready to deploy a smart comms strategy? Let’s talk—reach out to us at info@consiglieri.co.
