How Product And Marketing Can Finally Work Together

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With customer attrition rates high and companies scrutinizing every tool in their tech stack, attention is increasingly directed toward the sales funnel. Marketers must attract new customers, but also keep current ones engaged. Meanwhile, product teams have to both satisfy current customers and attract new ones with compelling experiences. As responsibilities converge, winning companies will break down silos between marketing and product teams.

Many companies with a traditional brick-and-mortar presence now also reach customers through an online experience, offering the unique opportunity to marry product and marketing in their digital business models.

Take a major global fast-food chain as an example. The organization recognized the need for an impactful online presence to drive more mobile orders and leveraged our analytics solutions to understand how mobile app customers interacted with the brand during a mobile advertising campaign. Targeting these users resulted in millions of app downloads and thousands of new mobile purchases per day.

It's one example of how impactful a digital experience can be when marketing and product align. To emulate this, here are a few best practices to implement.

Marketing and product teams must speak the same language to align on their goals, key metrics and indicators of success along the way. This starts at the top.

I like to refer to the CPO and the CMO as a power couple. It's important they understand what motivates each other and always have each other's backs. At Amplitude, my CPO and I both have an end goal of turning customers into revenue, but we have different tactics to get there. He wants to build amazing products that delight customers, while I care about capturing their voice. What connects us is our shared passion for creating incredible customer experiences.

No matter what else our marketing and product teams do, they all report on and are accountable for this single metric. Each week, we report on our logo count and discuss anything we need to do differently. Bringing marketing and product teams together to collectively decide on the metric that makes sense is key to building cross-functional accountability and communication.