How do you foster strong working relationships and open communication between marketing and product teams?

Great question! I manage our customer marketing initiatives but I sit directly on the product marketing team, so there’s a lot of overlap, especially when it comes to product launches, driving activation and retention, and gathering customer insights.

We collaborate closely on product launches, listening to and actioning customer feedback, whether it’s from Peer Insights, reference programs, or advocacy channels, driving engagement and activation, and cross-functional alignment, including regular meetings and QBRs to stay synced on goals, messaging, and priorities.

I've found one of biggest keys to success is maintaining open communication and early alignment so there are no surprises, just shared wins. Mutual respect and a common focus on the customer/end user really help make that collaboration seamless.

I'll speak from the perspective of a consultancy, where the “Product Team” consists of subject matter experts—our consultants—who are the product, delivering value through their expertise.

In this context, the Product Team functions much like a Sales Team because these experts are directly responsible for generating business. They often have a sense of the market messaging they want to share, but they need guidance from marketers—who recognize their subject expertise while also earning their trust by demonstrating how marketing can craft compelling hooks that resonate with potential clients.

To gain their buy-in, I’ve found that regular stand-up meetings are highly effective. In these sessions, I showcase real engagement data from my campaigns to illustrate the impact marketing can have. This transparency helps bridge the gap between expertise and promotion, aligning both teams around a shared goal.

Hold regular meetings to discuss the wins and how the company can collectively meet new challenges, including internal communications.

Fostering strong collaboration between marketing and product is all about engaging in honest, regular conversations where we truly listen to each other’s ideas, ensuring everyone's on the same page. I hold regular weekly meetings with my PM leads and make it a point to over-communicate when necessary, ensuring we never miss a beat between marketing and product. This straightforward approach helps build trust and keeps both teams aligned and ready to tackle any challenges together.

I prioritize alignment on shared goals from the start. This involves setting up regular cross-functional meetings, creating joint roadmaps, and encouraging open feedback loops throughout the product lifecycle. I ensure both teams understand each other’s priorities—marketing knows what’s being built and why, while product understands customer insights and market positioning. Tools like collaborative workspaces and shared dashboards help maintain transparency, while fostering a culture of mutual respect and active listening strengthens trust and teamwork.