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In my experience, most marketers think that managers do everything; there are no developers. Marketer gives requirements to a manager, that manager goes off and "makes it happen", and the details just aren't important enough for them to care.
I would agree as well. However, it's not that way working in smaller companies. What tends to happen is they read about something that sounds great, then you have to show them how to use it. When they can't figure something out, you have to learn that feature. Then, when something either is missing or happens to not "work correctly" you are expected to "patch" the third party program they've adopted.
Also, I find it difficult to get management to buy tools. Especially if they believe it's cheaper just to "write something real quick" instead of pay the fees for third party stuff.
Overall though, I agree with what the guy is saying. I think if people spent more time using things that are already available it would be good for everyone. Not only would we not have to write stuff that already exists, but I think users would become more accustom to software as a whole... which would help us/me in the long run.
I work in a medium size foundation, there are about 80 people spread around the globe and I've worked in a startup of about 25 people, and haven't had that problem, but both places focused on hiring smart technical people across the board.
For my current job, we have a really solid breakdown of things that are unique to the mission of the foundation, things that directly support the mission, and everything else. We build custom software for the unique things, and then buy software for the others, which is working out well.
[Marketers] must run experiments, tag, and track new events all the time. They can’t afford to wait for a developer to tweak a graph in the dashboard. [Marketers] need data, and they need it now.
so...yeah. That's killer logic right there. "We need data! Data! Data! Data! And we don't have time to wait for anyone to make it available for us!!!"
In general, marketers need to get over themselves that they may be the ones that determine the criteria for information (in the hierarchy of signals: noise->data->information->knowledge->wisdom) but "give me all the things and give them to me now" is not a reasonable request from marketing. I can dump a log and I can spool every message that has passed through the queue pretty easily and you can spend 3 months looking for a needle in a haystack that will mean nothing to you by the time you find it. OR, you can know your place, leave the data analysis and software development to professionals, provide me requirements, and then I will deliver your information to you.
It's kind of cliché, but you don't see business passengers interfering with aerospace engineers trying to modify their designs of an airplane "I need to get to my destination faster and I need the plane built quicker. Chop chop chop!"
The paradox of our profession is that we're supposed to make it look easy for someone like a marketer to procure the things they need to perform in their role. There is no physical product being delivered; no planes to fall from the sky, no buildings to topple over, "just" software. So its importance and complexity gets trivialized by neophytes that think they know better.
Or the off-the-shelf product won't integrate with the new application. "Sure, we can install that CMS, but it'll be empty unless you tell us how to feed data into it."
Let the marketers feed new information into it. When they realize that the off the shelf application doesn't let them customize the product they will either have to live with it or request (pay for) an in house solution.
Once you lose your pride the rest is easy.
I would agree with you but then we both would be wrong.
The report of my death was an exaggeration - Mark Twain Simply Elegant DesignsJimmyRopes Designs
The really dangerous marketers are the ones that know the way to R&D and talk to us; if you're foolish enough to tell them about your latest blue sky project, they want, want, want, and pretty soon it's on the list of future features before you even get past feasibility.