Students of conversational leadership have discovered that the way the company brand is discussed outside a company is inseparable from the conversations inside, and this is why strategic conversation is so important. Organizational conversations need to be aligned with the direction and goals of the company, and they need to provide support so that employees come to a unified organizational vision.
Part of creating a unified vision includes using common language. If part of the company thinks a particular task is a marketing task, but it is performed in the sales department, there is an issue. Sales and marketing specialists will tell you how different marketing is from sales, and lumping things haphazardly together makes it harder for them to function.