A marketer walks into a bar and asks for an ill-defined custom integration for the company CRM. They wait two years for the engineering team to prioritize the feature. Everyone is frustrated.
As a marketer who has spent the last five years sitting at the intersection of engineering, product, and marketing, I’ve witnessed what happens when power struggles, misaligned goals, and poor communication throw teams off track.
Marketers often fail to appreciate the complexity of their technical requests and ignore the need to communicate exactly how a particular piece of development work will contribute to achieving organizational goals.
Engineers are occasionally prone to turning down requests for new features or functionality without explanation and can block technical optimizations that would make the marketing department’s life a lot easier.
