You have 2 options.

Pick one:

  1. Aligned hunters and farmers
  2. Competing hunters and farmers

It depends on the objectives you set.

It depends on the KPIs you set.

If each of them all think only about themselves, you will keep getting new customers and losing existing ones.

Hunters can easily overpromise

Farmers can easily under deliver (on the overpromise)

Get them to talk.

Agree on individual + shared KPIs.

Brand are built bottom up.