How to talk to marketing people

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Presented on Stage C at 16:00, Nov 11th.

Video at http://videos.sapo.pt/zfRuoBdZR5tllo4hsj4f

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How to talk to marketing people

  1. 1. HOW TO TALK TO MARKETING PEOPLE
  2. 2. HOW TO TALK TO MARKETING PEOPLE rui.carmo@co.sapo.pt @rcarmo onTwitter
  3. 3. I HAVE A CONFESSION TO MAKE
  4. 4. I USEDTO BE ONE OF THEM
  5. 5. BUT I SAWTHE LIGHT
  6. 6. SO WHY ARE WE HERE TODAY?
  7. 7. THE ETERNAL STRUGGLE • Throughout the ages, technical and Marketing people have been at odds with one another • Some say it goes back a long, long way, to the beginning ofTime itself...
  8. 8. ENGINEER MARKETEER
  9. 9. DRESS CODE HOW WE LOOKTO THEM HOWTHEY LOOKTO US
  10. 10. BUT ARETHEY EVEN HUMAN? • They’re just, huh... Different • They have different goals, priorities and ideas • For instance, they honestly believe stuff like this works to sell products
  11. 11. BUT IS IT REALLY A CONFLICT? • Some say it is worse than trench warfare • Others deny ever being involved • Most just wish Marketing was outsourced to India instead
  12. 12. INTHE END, IT’S JUST A MATTER OF BALANCE They’re just people like you and me
  13. 13. BUT CAN WE EVEN COMMUNICATE? • Yes! • But we approach things from different angles • Marketing wants features, and doesn’t know how much it takes to implement them • Engineering wants robustness and common sense
  14. 14. BUTTHEY WANT USTO DO THIS! Yeah, I know it’s impossible. It usually is.
  15. 15. IT’S ALL ABOUT PERSPECTIVE You say: They want to hear: FAST NOW GOOD PRETTY CHEAP PROFITABLE ANDTHEY WANT ALL THREE
  16. 16. ANDYOU KNOW WHAT?
  17. 17. INTHE END, IT’S OUR FAULT Because only geeks would create a t-shirt like this
  18. 18. GEEKS CAN’T INTERACT WITH NORMAL PEOPLE • Geeks think of meetings as a waste of time • And they’re mostly right • But that’s largely because they don’t parse non- verbal communication • Normal people use meetings not as a way to decide things, but as a way to reassure themselves they’re doing the right thing • And to make sure everyone is in sync
  19. 19. SO IFTHINGS GO WRONG... It’s our fault for not taking the time and patience to explain
  20. 20. BUT EVEN WHEN WE DO EXPLAIN...
  21. 21. WE GO IN TOO HARD There’s no need to treat people like idiots
  22. 22. OR WE GO IN TOO DEEP There’s really no need to discuss things at the bit level
  23. 23. GEEKS CAN’T LIE
  24. 24. SINCE WE CAN’T LIE,WE ALWAYS SAY TOO MUCH • We deluge people in too much detail • We make a point of showing off what we know • And what they don’t • We treat meetings as a waste of time and group therapy • And we often let them know too much about what we think • Because we’re tactless • So we end up losing their respect • And, ultimately, their trust • So no wonder they think techies are hot-swappable
  25. 25. WE DON’T ABSTRACT IMPLEMENTATION DETAILS • To Marketing, you needing Python 3000 is a detail • To you, it’s a religious issue • To Marketing, IE is just a browser • Okay, they have that one wrong... • To Marketing, how you get things done doesn’t matter • It only matters that it’s done on time • To you, it’s almost the only thing that matters
  26. 26. ANDTHIS IS WHAT WE SOUND LIKE • “Yes, we can do that, but we need to rebuild the frobiscle and compile it with the goosnargh so we can do it in sequel.” • “No way the scrabel is going to work with our partner’s ancient vorsiple backbone.”
  27. 27. BECAUSE WE DON’T READ EXPRESSIONS ...or even bother to figure out if people want to hear that
  28. 28. SO HOW DO WE ACTUALLY TALKTOTHEM?
  29. 29. THE ANSWER MAY SURPRISEYOU...
  30. 30. BY LISTENING
  31. 31. SURE, IT HELPS WHENTHEY’RE CUTE ...and smart. And I mean real smart...
  32. 32. BUT WHAT ARETHEY ACTUALLY SAYING? Customer Penetration It’s not about sex Customer Retention Stop scaring the customers away Campaigns We need to put some ads up Billing We all need to make money here Focus Group Someone else that hasn’t seen this stuff, ever Churn The ones we already scared off
  33. 33. YES,THEYTOO HAVE JARGON, BUT IT’S EASIER Commissioning What we award the people who actually make the sale Segmentation We want all customers with shoe size 38 User Generated Content We don’t want to pay for content Feature Parity What we need you to steal from the competition Differentiation What they’ll steal from us next Social Media That new stuff we haven’t figured out yet
  34. 34. OF COURSE,WE ALSO NEEDTO KNOW HOWTO TALK BACK ...POLITELY
  35. 35. OR ELSE...
  36. 36. BUT WE CAN STILL FIX THINGS
  37. 37. THANK YOU
  38. 38. QUESTIONS?
  39. 39. I FINDYOUR LACK OF QUESTIONS DISTURBING

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