Your application features are out of sync with marketing strategies. How can you realign them for success?

Start by evaluating your target market's needs and how your application meets them. If there's a disconnect, it's crucial to identify which features are being undersold or overlooked in your marketing. This is an opportunity to gather feedback from users and analyze market trends. Understanding user behavior and preferences can guide you in tweaking both your application's features and marketing messages to better serve your audience. It's about finding the sweet spot where the utility of your app aligns with the expectations set by your marketing.

Marketing and technology strategy should always go hand in hand. The technology should be a service to make the business as much profitable as possible. When these two are not aligned, there is a problem, and a common convergence strategy should be created to solve the misalignment. It is also important to put in place mechanisms to make sure this does not happen again, like regular catch up meetings and common goals. It is also important that the CIO or CTO is part of the executive board, to make sure that all the decisions are aligned across departments.

Ensure that both the product development and marketing teams are working towards common objectives, this can be achieved by: 1. Setting clear objectives: Define clear, measurable goals for both the product and marketing teams that align with the overall business strategy. 2. Creating a Unified Vision: Develop a shared vision statement that outlines the desired outcomes of the product and marketing alignment. 3. Having regular meetings: Establish regular cross-functional meetings to discuss progress, challenges, and opportunities.

Repository of adaptable and reusable artifacts for cross selling - Have a repository of artifacts which can be applied across domains for cross selling. For instance, an observability component built in open-source can be used across. Another example is a search utility. - Enable access to these artifacts to the marketing team to ensure they comprehend then well and speak the same voice.

AB Testing Evaluate user engagement through AB testing. Use smart tools like Google analytics to evaluate the engagement and sales funnel. Act accordingly on areas or featured with maximum hits and conversion.

Foster Teamwork 1. Ensure your product development team and product marketing team connect on a frequent basis to discuss advancements in each area. Ensure marketing team understands the product features and how they cater to various use cases. 2. Have roadshows where once a significant feature is shipped, the delivery team can demonstrate the same to marketing team to ensure the campaigns and brochures are structured accordingly. 3. Use smart tools to foster collaboration and open most productive channels for communication.