Internal communications (IC) should report to marketing, according to Jamie Bell, a CMO advocating for a shift in how organizations structure these functions. Traditionally, IC has been housed within HR, but Bell argues this limits its potential. She emphasizes that internal branding is critical; when employees feel disconnected from the external brand message, it affects customer perception. Aligning internal communications with marketing ensures a cohesive brand experience, enhancing both employee and customer engagement. Bell outlines several reasons for this integration. First, marketing teams possess skills that are essential for effective internal communications, such as audience understanding, content creation, and measurement. By reporting to marketing, IC teams gain access to resources and expertise that can elevate their efforts. Bell also highlights the power of internal marketing, which can energize employees and foster a sense of importance, similar to successful external campaigns. Furthermore, marketing's familiarity with technology can help IC adopt tools to streamline communication, such as automation for email sequences, which has historically lagged in IC departments. The push for IC to report to marketing also brings a focus on data and ROI. Marketing teams prioritize metrics that demonstrate value, which can transform IC from a perceived cost center to a strategic partner. This shift allows IC to report on engagement and its impact on employee satisfaction, rather than just metrics like emails sent. Lastly, Bell notes that marketing provides the structured processes needed for effective communication, ensuring that IC efforts are consistent and aligned with external campaigns.