Something that’s been on my mind a lot lately is the relationship between the product team and marketing team. It’s a symbiotic relationship — they need each other to function properly.
Marketers have a tendency to live on what I call “marketing island.” We’re so consumed with running our campaigns, testing new copy, and hitting our targets that we forget marketing’s place in the larger organization. Ultimately, we’re there to drive organizational growth. And there’s only so much that changing the website, making new decks, and updating nurturing emails can do to that end.
We forget that the most important ingredient in B2B SaaS is the product.
And from the product team’s perspective, it’s easy to focus entirely on actually building the product without thinking about the go-to-market strategy. You can design the best product in the world, but it needs to be built out with user adoption and usage in mind. That’s where the relationship with marketing comes into play.
Marketing needs to connect that journey and make a complicated tech product easy to understand and adopt for your average user. But that’s not possible when marketing and product are each living on their own little islands. There needs to be an open dialogue. In an ideal world, the product leader is your best friend and wants to work with you to solve go-to-market challenges together. But since that’s not always going to be the case, you need to ensure that there is at least a defined relationship there so that you are in a position to influence change in the product org. That’s how you craft the perfect go-to-market strategy — collaboration across teams.
So make sure you’re always thinking about how to grow the organization as a whole, not just the marketing team. In order to truly drive revenue today, you can’t just go execute on marketing campaigns. That’s easy. The hard part is seeing the bigger picture: your product, your roadmap, your position in the market, and the resources you have available to you today that will help you hit your goals. Don’t get marooned on marketing island.