From Silos to Synergy: What I’ve Learned About Working Across Teams at Hook by Amanjit Somal

One of the things I’ve come to really value in my role at Hook, and in any fast-moving company, is the power of working cross-functionally. It’s not just about staying in sync; it’s about navigating dependencies, aligning priorities, and building trust.

Sometimes it feels like that Spider-Man meme: product, engineering, CS, and data all pointing at the same issue, just from different angles. I used to find that frustrating. Now I see it as a signal, an opportunity to turn overlap into alignment. That’s where real progress happens.

1. Working Across Internal Teams

At Hook, cross-functional work isn’t a one-off ask, it’s baked into how we operate. As an Implementation Consultant, I live in the seams: between product and CS, between data and engineering. That’s where things get interesting and where the real impact is made.

In my experience, successful collaboration always comes down to two things: context and alignment. Context means making sure every team understands not just what we’re building, but why it matters. Alignment means understanding how everyone’s priorities fit together so we can move forward without friction.

One moment that really crystallized this for me was when we launched a custom reporting feature that let customers view metrics over a specific date range. What looked like a simple tweak ended up exposing deep complexity: product wanted scalability, engineering had to retrofit it into an old UI, and customer team was managing expectations from users who thought it was already live.

I remember feeling the pressure from all sides. But instead of rushing, we paused and had the hard conversation: what’s feasible, what’s valuable, and what’s worth shipping now vs later? The version we launched didn’t check every box, but it gave users meaningful wins, and earned us trust to keep building.

That experience reminded me: alignment isn't about getting everything right upfront. It’s about staying honest, adjusting fast, and moving as one.

2. Working Across Client Teams

Externally, things get even more multidimensional. I’ve found that delivering value to growth teams means working through the org, not just with it. You need clean inputs from data teams, context from product teams, and buy-in from CS leads. Growth might be the end user, but true impact depends on cross-org alignment. It’s not just about building the right thing, it’s about making sure it’s trusted, understood, and actionable when it lands.

One of the most complex challenges I’ve faced is building a single platform that works for multiple roles within a client’s go-to-market team. Everyone’s working toward the same outcome - growth, but their day-to-day needs vary. Some are proving ROI to senior stakeholders, others are preparing for QBRs, and some are managing accounts and need fast, actionable views. It’s one platform, but the lens shifts depending on the seat.

The solution isn’t to rebuild, it’s to reframe. By working with data teams to surface the right signals and with product to connect usage to workflows, we shape a narrative that clicks for each team. It feels tailored without changing the core. When alignment lands, it’s less chaos, more Avengers Assemble. Everyone brings their strengths, and things move.

That’s where empathetic accountability comes in. It’s not “we need this by Friday,” it’s “what’s in the way of getting there?” That shift creates room for real collaboration, not just delivery, but partnership.

If there’s one thing I’ve learned, it’s that when things feel stuck, the answer usually isn’t to push harder, it’s to zoom out. Ask yourself and the team:

Do we actually understand why this matters?

Are we aligned on what good looks like?

Have we made space for the realities others are juggling?

Collaboration isn’t about being agreeable, it’s about being effective. And real effectiveness starts with empathy, clarity, and shared ownership. When we get that right, things move: not just faster, but better.

Why I Love Working at Hook

What makes Hook special is the energy. As an Implementation Consultant, I get to work across every team, product, data, engineering, customer success, building connections, and driving real outcomes. It’s a role that thrives on collaboration and momentum. I love being that bridge: translating needs, unblocking work, and creating synergy between functions. The impact is visible, fast, and meaningful, which makes the work especially rewarding.