A product should be the reflection of what the customer can be happy working with, regardless of the complexity under the proverbial hood. Marketing on the other hand can provide insights and metrics of what value proposition resonates with what audience at any given time. Cross functional team meetings can draw specs and visualize next steps...innovation is the byproduct of driving new ways of getting the job done in the market that can instantly feel ubiquitous. It takes more than one point of view to achieve that....as long as it does not lead to strategic swelling 😉

As VP of Product and UX, bridging marketing and engineering means fostering shared language and goals. Host regular cross-team workshops where marketing outlines customer needs while engineers share tech feasibility. For example, in launching a new mobile feature, marketing may highlight user demand for speed; engineering can discuss constraints. Together, align on a solution that balances user delight with practical implementation. Collaboration thrives on transparency, empathy, and an aligned vision that puts the user first.

The gap between these teams always exists, but the key is for marketing to clearly define, based on consumer metrics, what elements are non-negotiable and which can be adjusted without compromising the product concept, price, or performance. This process is two-way: while marketing identifies priorities, engineering must challenge processes and iterate. Success comes when both perspectives converge to ensure effective innovation. Marketing must recognize that without engineering, the product cannot materialize, and engineering must understand that marketing protects the concept that maximizes the market opportunity.

The jazzy marketer is often a realist - and does not want to promise something the company cannot deliver. Explaining the thinking of the engineering team and the potential customer impact is hugely helpful. On the other side - I have found development teams to be overwhelmingly logical. Explaining marketing demands in terms of the rationale behind them or providing data behind what has worked or not worked before does wonders in getting everyone onto the same page.

Some of the strategies I’ve used to drive alignment between marketing and engineering teams are; - Establishing a clear Product vision which is accepted and understood by the entire team, irrespective of their department. When everyone has a clear understanding of the product vision, it’s easy to secure alignment on key tasks and deliverables. - Enabling continuous communication. I have always believed that all teams must communicate clearly and consistently to allow for project success. Constant communication means no one is left behind, and it allows the team to solve challenges in an agile manner. - Celebrating wins together. The marketing and engineering departments all constitute ONE TEAM, thus success must be celebrated collectively!

Uma das grandes lições que aprendi ao longo de lançamentos desafiadores é que o sucesso de um produto depende diretamente da conexão entre marketing e engenharia. São mundos distintos, mas quando trabalham em sintonia, a mágica acontece. O primeiro passo é garantir que ambos compartilhem uma visão clara e objetivos alinhados. Não se trata apenas de criar algo tecnicamente perfeito ou comunicar bem, o produto precisa resolver uma dor real do cliente, e isso só acontece quando as duas áreas trabalham juntas desde o início. Outra peça-chave é a comunicação constante e transparente. Já vi projetos enfrentarem atrasos e ruídos simplesmente por falta de alinhamento regular.

Bridging the gap between marketing and engineering is crucial for product innovation. To achieve this, start by aligning both teams with shared goals that directly support the business's vision. Foster open, continuous communication through regular cross-functional meetings to keep everyone on the same page and address any concerns early. Utilize collaborative project management tools that enhance transparency and streamline workflows. By ensuring both teams feel heard and understood, you create a stronger foundation for innovation.

Bridging the gap between marketing and engineering requires aligning both teams with shared goals and seamless communication. By fostering regular collaboration, using project management tools, and encouraging cross-functional creativity, you can drive innovation and achieve impactful results together.

One thing I’ve found is to involve the entire team in the design sprint process. Some of the best marketing ideas I’ve seen were sparked by engineers. And I’ve also seen marketers initiate new product opportunities for the tech team. It also helps to take a longer view and to think about matching new product features to marketing campaigns as they roll out. How can the teams collaborate for relentless newness over 12-24 months instead of thinking individually about each launch or feature?

We should stop thinking that both of them are from two different planets. When there is perfect sync through communication, the magic happens. Consider Figma's approach, where they have achieved this by bringing in the best in class Product Innovation through Collaborative design.