{"id":5107,"date":"2014-12-28T13:02:42","date_gmt":"2014-12-28T19:02:42","guid":{"rendered":"https:\/\/actuationconsulting.com\/?p=5107"},"modified":"2015-06-14T13:07:44","modified_gmt":"2015-06-14T18:07:44","slug":"marketers-strong-relationship-product-development-team","status":"publish","type":"post","link":"https:\/\/actuationconsulting.com\/marketers-strong-relationship-product-development-team\/","title":{"rendered":"Marketers – How Strong Is Your Relationship With The Product Development Team?"},"content":{"rendered":"

As part of this year’s Study of Product Team Performance<\/a> we asked product team members to describe the nature of their relationship with marketing or product marketing. We know from past studies that \u00a0successful collaboration with marketing colleagues is an important contributor to a product team’s success and that organizations often under-estimate the importance of this relationship.<\/p>\n

From our perspective, we view tight integration between the product development team and marketing counterparts as\u00a0a critical element of successfully bringing products to market. The more integrated the marketing team is, and more clearly delineated the roles and responsibilities are, the more likely the team is operate at a high level. This has been substantiated in our regression analysis.<\/p>\n

A product teams relationship with\u00a0the marketing team typically\u00a0falls into several clearly defined categories. Survey<\/a> respondents told us that their organization’s characteristically fall into one of five categories. These categories are outlined in Table 8.<\/p>\n

\"Actuation

A Closer Look at the Marketing and Product Development Relationship<\/p><\/div>\n

 <\/p>\n

A third of respondents characterized the relationship\u00a0between the product team and marketing as a\u00a0strong<\/strong> working partnership throughout the product\u00a0development lifecycle. Additionally, 18.60% of respondents indicated that\u00a0a weak<\/em> working partnership exists with marketing\u00a0throughout the entire product development lifecycle.<\/p>\n

Another 18.60% of respondents revealed that while there\u00a0is a relationship between the marketing and product\u00a0development teams once the product is complete, there\u00a0is little to no involvement or collaboration between the\u00a0two teams prior to that point. 20.94% of respondents revealed that product managers\u00a0are shouldering both responsibilities and nearly a tenth\u00a0of respondents (8.14%) stated that product marketing\u00a0has no involvement in the launch of new products.<\/p>\n

Significantly, only one third of marketing organizations are actively engaged with product teams throughout the entire product development lifecycle. This represents a significant opportunity, and challenge, for organizations seeking to improve their performance.<\/p>\n

Where does your team fall on this spectrum?<\/p>\n","protected":false},"excerpt":{"rendered":"

As part of this year’s Study of Product Team Performance we asked product team members to describe the nature of their relationship with marketing or product marketing. We know from …<\/p>\n","protected":false},"author":1,"featured_media":5129,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[40,41,42,315,3,46,281,47,282,48,49,50,51,52,248,53,1,4,54],"tags":[56,105,154,341,342,182,190,192,194,197,200,205,210,346,344],"class_list":["post-5107","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-40","category-agile","category-business-analysis-2","category-marketing-2","category-news","category-product-management","category-product-management-consulting-2","category-product-management-facts","category-product-management-training-2","category-product-marketing","category-product-owner-2","category-product-teams","category-project-management","category-scrum","category-take-charge-product-management","category-the-study-of-product-team-performance","category-uncategorized","category-updates","category-user-experience","tag-actuation-consulting","tag-greg-geracie","tag-product-development","tag-product-management","tag-product-management-facts","tag-product-manager","tag-product-marketing-2","tag-product-marketing-manager","tag-product-owner","tag-product-team","tag-product-teams-2","tag-project-management-2","tag-project-manager","tag-take-charge-product-management","tag-the-study-of-product-team-performance"],"yoast_head":"\nMarketers - How Strong Is Your Relationship With The Product Development Team? - Actuation Consulting<\/title>\n<meta name=\"description\" content=\"Marketing's relationship with the product development team is a key factor in successfully bringing products to market. 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