The collaboration crisis
Misaligned ownership and clunky tech stacks are straining relationships between marketing and engineering.
Misaligned ownership and clunky tech stacks are straining relationships between marketing and engineering.
But as technology and business priorities have evolved, some organizations have piloted a new system — one that gives marketers greater autonomy, involvement, and ownership over the website, which in turn gives developers and engineers the ability to focus on the highest-impact site work.
This shift only works when cross-functional teams can collaborate seamlessly. But without the right tools to support it, successful collaboration and project execution remain out of reach for many of our respondents.
But as technology and business priorities have evolved, some organizations have piloted a new system — one that gives marketers greater autonomy, involvement, and ownership over the website, which in turn gives developers and engineers the ability to focus on the highest-impact site work.
This shift only works when cross-functional teams can collaborate seamlessly. But without the right tools to support it, successful collaboration and project execution remain out of reach for many of our respondents.
Who really owns the website?
Marketing and technical leaders don’t see eye to eye when it comes to website strategy.
Marketing and technical leaders don’t see eye to eye when it comes to website strategy.
Technical leaders
Marketing leaders
Technical leaders
Marketing leaders
The traditional model of web development has technical teams executing the majority of web updates, while more modern CMSs give marketing teams autonomy. It's a tension stemming from a shift currently underway over who has control over changes to the website.
The traditional model of web development has technical teams executing the majority of web updates, while more modern CMSs give marketing teams autonomy. It's a tension stemming from a shift currently underway over who has control over changes to the website.
Without effective technology and governance protocols in place, teams are trapped in a cycle of inefficiency. 91% of technical leaders report there is some level of friction today within their organization between technical and non-technical teams when making changes to the website.
Leaders believe this absence of effective collaboration is seismic and are keen to solve it, with 92% reporting they believe the relationship between marketing and engineering needs to improve.
Without effective technology and governance protocols in place, teams are trapped in a cycle of inefficiency. 91% of technical leaders report there is some level of friction today within their organization between technical and non-technical teams when making changes to the website.
Leaders believe this absence of effective collaboration is seismic and are keen to solve it, with 92% reporting they believe the relationship between marketing and engineering needs to improve.
Friction affects every layer
The downstream effects from these collaboration pains and lack of alignment are palpable. For marketers, there’s a feeling of helplessness that goes hand-in-hand with a lack of autonomy to action on website changes themselves.
The downstream effects from these collaboration pains and lack of alignment are palpable. For marketers, there’s a feeling of helplessness that goes hand-in-hand with a lack of autonomy to action on website changes themselves.
For technical teams, developer talent is being burnt out on a growing number of requests from marketers and other non-technical stakeholders, leading to retention challenges.
Additionally, many organizations fail to deliver web projects within scope. And these delays and frustrations further obstruct the path to AI adoption and innovation.
For technical teams, developer talent is being burnt out on a growing number of requests from marketers and other non-technical stakeholders, leading to retention challenges.
Additionally, many organizations fail to deliver web projects within scope. And these delays and frustrations further obstruct the path to AI adoption and innovation.
The hidden cost of poor collaboration
Organizations are struggling to execute their projects efficiently
Growing customer expectations require businesses to accelerate speed-to-market to stay ahead. However, this remains a major challenge for nearly half of organizations surveyed, who report they are unable to deliver web projects on time or within budget.
Growing customer expectations require businesses to accelerate speed-to-market to stay ahead. However, this remains a major challenge for nearly half of organizations surveyed, who report they are unable to deliver web projects on time or within budget.
of organizations struggle to always deliver their projects on time.
of organizations struggle to always deliver their projects on time.
struggle to keep their projects within budget.
struggle to keep their projects within budget.
In the pursuit of efficiency, there often seems to be a tradeoff. Teams using headless solutions report difficulty staying on budget. And organizations going the custom build route struggle with both.
In the pursuit of efficiency, there often seems to be a tradeoff. Teams using headless solutions report difficulty staying on budget. And organizations going the custom build route struggle with both.