There's been a lot of ink spilled about the importance of sales and marketing alignment.
And as someone who has spent most of my career leading and aligning Go To Market teams, I can sing that song all day.
But one area that I don't think gets enough attention is the need to drive alignment between Product and Marketing teams.
In my experience, no combination can do more to drive momentum in a SaaS business than a well aligned product and marketing org.
When I look back at the moments where the companies that I was a part of were performing at our highest level, those were also the moments when product and marketing started to truly feel like one team. In those moments, we were shipping high impact product releases more consistently and everything we were doing in marketing felt like it had more impact. These were also the moments when sales pipeline was cranking and inbound interest was at its highest.
(Shoutout Fernando Mattos and Keshav Vasudevan - we had some fun in those days.)
On the flipside, the moments where there was the highest levels of frustration and it felt like we were swimming against the current, were the times when product and marketing weren't aligned and when trust across these teams was low.
This goes beyond just checking the box and hiring a great product marketer. That will 100% help. But if there isn't a commitment from leaders on both product and marketing to actually get on the same page and build trust, then that person is going to get fed up and won't last long.
Take product and marketing alignment seriously. It will make your marketing team better at their jobs. It will help your product team move faster and make sure they are focused on the right stuff. And it will make your customers and business more successful.
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