The relationship between developers and marketers has recently been a hot topic at industry events, and SMX West was no exception. An entire track was devoted to the topic at the recent show. In this video, Nathan Buggia of Microsoft Live Search says the barrier between developers and marketers goes all the way back to the very definition of each.
Marketers need data such as customer information. They need to have the ability to run experiments and update the text and content on their site. Developers also need data, but they need keyword and audience research. In addition to that, they need to be given all the details and structure of each project and then adequate time to complete them.
As business gets more competitive, especially online, Nathan emphasizes how the need is even stronger for developers and marketers to work together. He says that business success really depends on marketers and developers working together effectively.
The barrier between the two is more difficult for larger companies because there is usually a large marketing department and a large development department. Smaller companies are able to come together more often and be more open about the overall business strategy.
So, what is the solution to breaking down the barrier? Nathan says communication is the answer, and ideally, it starts from the very beginning. He and Vanessa Fox have created a conference based solely on this idea of building a strong and effective relationship between marketers and developers. Everyone is invited to attend the first O’Reilly Found Conference taking place June 9-11th in Burlingame, CA.