posted by Bryan Dunn
The rise of data-driven marketing and the complexity of the marketing technology landscape has increased the need for marketers to work with developers. While some of our customers have developers dedicated to the marketing function, it’s more often the case that marketers need to steal valuable time from an already overburdened dev team to fix a problem with an integration or deliver some critical data.
Despite the need for the two groups to work together, this relationship between marketing and development is often contentious. Here’s a couple tips for building a healthy relationship with your development team.
Developers, as a group, are amazing problem solvers. 15 years ago we were printing out directions from MapQuest before a road trip. Today, we’re on the verge of autonomous vehicles thanks to some brilliant engineering. Engineers live to solve problems and they are tremendously good at it. Too often, asks are made in the form of solutions instead of problems:
Approaching with a problem vs a solution has several benefits:
I’m always a fan of having an ad-hoc conversation up front but you want to make sure you follow up with exactly what you want (and don’t). The devil is often in the details and if you are lucky enough to get some time from a developer to help you out, you want to make sure you hit the nail on the head. In the example above, if you only want to sync that list to your DMP if they haven’t yet subscribed, you better make sure it’s clear! More detail when writing up a ticket, the better.
The product team typically owns the roadmap so you’ll often have to get their buy-in to get developer time. They are also trained to boil requests back to first principles so they fully understand your need. This can be useful in helping you craft the conversation with developers.
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