What's a good way to approach decisions that UX/design feels they should own vs. Marketing feels they should own?

I've seen this quite a few times when it comes to brand related items both in terms of developing and brand keeping guidelines, as well as tone of voice where design has assumed they should have a stronger say.

Answer

3 Answers

Stakeholder Management

Thomas Dong

Agora VP of Product Marketing | Formerly NetSpring, Heap, Couchbase, OpenText, IBM • 5y

PMM is a highly collaborative role and I've found that if you define a DACI model: Driver, Approver, Contributors, and Informed, you can help remove some of that ambiguity upfront. A single approver (likely the CMO in this case) can broker any debates in order to make timely decisions. Then if someone in Marketing (be it PMM or Creative) is the single driver of brand, when UX/design is clearly identified as a contributor, they not only have a voice in the decision, but are executors of the brand ...Read More

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Harish Peri

Okta SVP Product Marketing • 3y

Always comes down to, whats right for the customer. And what does each team uniquely bring to the table to drive the best customer outcome. UX can bring a unique lens of what end users what, vs marketing can bring the viewpoint of sales and buyers. Together, it can lead to products that easy to sell, easy to buy and easy to use, which is the holy grail. Also, if there is a lot of politics in your org, then best to explicitly call out stakeholders, create recurring forums, get buy in from folks b ...Read More

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Francisco M. T. Bram

Chewy Senior Director, Head of Global Marketing • 3y

It starts by establishing a common ground. This means talking to UX Design Leaders and Marketing leaders and understand how each defines their Role and Responsibilities. Then compare the two and look for areas of overlap or ambiguity that can lead to potential conflict. Present those areas to the leaders and either discuss steps to clarify it or come prepared with a proposal and let them chime in. The goal is to co-develop a R&R matrix that uses a RACI or RAPID model to clarify what each tea ...Read More

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