| I was reading few articles recently and started wondering how independent are our digital marketers to perform their day to day operations from developers/UX/data analysts? Below a snippet from VP of Growth at Segment in a recent AMA. "Pace of experimentation.
We’re not testing nearly as many things as we should. As you pointed yourself a lot of times, one of the key factors to success is the pace of experimentation. So why are we not testing more?
Mostly because we lack technical resources.
I usually manage to get engineers dedicated to Growth, but after landing in the Bay area I discovered that engineers are (surprisingly) a rare thing around here, thus hard to get.
Most of the interesting growth experiments we work on are fairly technical and require some kind of engineering. Then, the honest answer is internal politics. As most heads of Growth, we’re facing the reality that this role is new and not ingrained in the organizations yet. So we face a lot of pushback from the product/engineering teams when we try to push significant experiments in the product. As a result, we’ve retreated to a safe space, outside of the product, where we can still have a ton of impact but face much less overlap." With increasing role of marketing across the customer lifecycle and by the introduction of new roles like Head of Customer Lifecycle they need access to every area of the business and product. Even to run small experiments they rely on developers - there are not enough tools to support digital marketers in those aspects. These aspects pull down the productivity of our DMs. I would like to know digital marketers/growth hackers views. What do you guys think of this situation? |