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How to Promote Collaboration Between Marketing and Tech Teams

Article • January 6, 2022 • Written by: Diane Keng

Marketing teams have evolved, requiring more technology than ever before – and with that, more collaboration with tech teams.

Why Does Friction Exist?

Traditionally, marketing and tech teams have operated separately. Now, with technology integrated into the day-to-day operations of most marketing teams, it’s important to break down the barriers between these two departments. 

Though both teams use technology to accomplish their goals, their focuses and operations are different, not to mention the way they communicate objectives and measure results. For example, a marketer might focus on how many people find a certain piece of content, like a recipe, interesting. Developers, on the other hand, might find it more useful to know which users have registered for an account, which ones saved that recipe to their account, and which ones came across the page organically and should receive a notification to set up an account.

How This Impacts Your Personalization Efforts

If tech and marketing teams aren’t collaborating with one another, it’s likely going to be tough to implement predictive personalization, which can ruin the consumer experience.

Taking your personalization efforts to their full potential requires marketing and tech teams to work together. Without a strong relationship between these teams and a consumer-centric focus, the digital consumer experience can end up falling short of consumer expectations. Users might feel like they’re being spammed with irrelevant messaging or that the brand doesn’t understand their values and needs – making them likely to move to another brand that does.

If you’re able to reduce friction and improve collaboration between marketing and tech teams, your brand is set to improve the digital consumer experience and boost ROI. To get started improving the relationship between these teams, these three strategies can help:

1. Be clear about business objectives.

2. Use a consumer-centric approach.

3. Foster a culture of curiosity.

Need some strategies to improve cross-team collaboration? Learn more about these three tips in my article for TotalRetail, 3 Ways to Promote Better Cross-Team Collaboration Between Marketing and Tech.

Looking to learn more about predictive personalization and how it can improve the digital consumer experience? Contact us today to get started!

Ready to transform your digital personalization with incredible speed?

Diane Keng

CEO & Co-Founder @ Breinify
Forbes 30 Under 30 for Enterprise Technology