You have read about them in the literature, and intuitively it makes sense. However, the rest of the management team doesn't necessarily see things your way. Many of the vice presidents and their directors see this as a potential threat to their organizations. Many of them don't see the value. Sales and Marketing says your customers love the current products.
Engineering insists they are well designed.
Manufacturing says they are well made. And Product Support claims that warranty costs are very low. You have a strategy, though. Money talks, and if you can formulate a business case that demonstrates the value of cross-functional teams to the company's bottom line, the management team will give it a shot. Everything sounds rosy.