Netlify Launches Leadership Trend Report: Offers Opportunities for Better Collaboration for Marketers and Developers
Netlify’s survey highlights how marketing and web development teams are misaligned, but must work together to more effectively build and publish web content.
SAN FRANCISCO – Aug. 7, 2024 – Netlify, the platform for modern web development, today announced its first Leadership Trend Report: The 2024 State of Marketing and Web Development Collaborative Workflows. The report highlights the misalignment challenges that face developer and marketing teams in various companies and how those teams can best align and streamline their collaboration.
The report found that marketers yearn for autonomy, but developers are called in to help less-technical marketers:
- 87.42% of marketers wish for more direct control over web content without always needing developer support
- 68.21% of developers think that their marketing colleagues don't fully utilize the capabilities of the web development tools they have
However, most web development and content tools don’t facilitate collaboration:
- 56.29% of respondents say collaborative tools and platforms need improvement between marketing and web development teams
- 42.72% of respondents say outdated software and hardware is a top technology reason why web developers and marketers don’t work efficiently
Some additional key stats from the survey include:
- 57.61% of developers say they lack the understanding of what marketers need
- 63.91% of marketing and development leaders agree there is a gap in translating marketing objectives into technical requirements
- On average, it takes 53.2 days to spin up a new marketing campaign from start to launch, with 13 days on average to develop a landing page
“Our survey shines a light on how marketers and developers are still facing significant collaboration and alignment challenges,” said Woody Selick, Head of Marketing, Netlify. “They come from different backgrounds with different needs, but they resoundingly agree on one thing: involving web developers earlier in the planning process will significantly improve marketing project outcomes. In fact, just over 80 percent of the marketers and developers agree on that point.”
Recommendations
Netlify offers recommendations throughout its report to help marketing and development teams to better work together, including:
- Collaboration tools and processes are imperative: When teams don’t have the tools in place that foster collaboration, inordinate amounts of context switching may occur, or worse, silos may start to form.
- Make sure marketing and development teams are aligned: When teams are misaligned, dreaded rework is often the result. If this happens too frequently, trust is damaged, and creativity is hampered.
- Involve web developers earlier in the planning process: Securing the web developer’s involvement as early as possible will significantly improve marketing project outcomes.
You can access the full Leadership Trend Report: The 2024 State of Marketing and Web Development Collaborative Workflows here.
Methodology
The survey, aimed at 150 developers and 150 marketers is weighted toward mid- to enterprise-level companies with:
- 50.33% of marketing leaders are from companies with 1,001-5,000 employees.
- 53.60% of web development leaders represent companies with 1,000-10,000 employees.
The majority of survey participants cite working at computer hardware, computer software, and business services companies and many others come from financial services, manufacturing, and retail industries.
About Netlify
Netlify is the platform for enterprises to build highly-performant and dynamic websites, ecommerce stores, and web apps. By uniting an extensive ecosystem of technologies, services and APIs into one workflow, Netlify unlocks new levels of team productivity, while saving time and money.
With more than 5M developers and over 475 Enterprise customers, Netlify is the creator of the Jamstack movement, bringing together all modern web frameworks, serverless functions, and edge computing into one platform to deliver unmatched user experiences, serving the needs of developers, architects, and marketers. Learn more at netlify.com.
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