'MarkSales': What Organizations Can Learn From the DevOps Movement
In the world of application development, “DevOps,” a portmanteau for "development" and "operations," entails improving collaboration, communication, integration and cooperation between developers and IT operations teams. The ultimate goal is creating a more agile organization, which rolls out higher-quality software products faster and generates more revenue.
In a lot of ways, marketing and sales teams are like developers and operations. Both sides could be a lot more productive — and ultimately make more money for their organizations — if they worked in parallel, not in silos, and the roadblocks between them were removed. In this article, we’ll explore the origins of the “DevOps” movement and show how it provides a strong model for marketing and sales organizations to increase their productivity.
The Importance of DevOps
DevOps began as a way for organizations to keep up with today’s fast pace of agile software delivery. Over time, DevOps has helped create structure and consistency between software developers (those writing the code) and ops teams (those responsible for the application-supporting infrastructure) in order to maximize productivity.
DevOps teams have helped organizations create efficiencies, improve interdepartmental communications and minimize headaches. Companies implementing DevOps often achieve a competitive advantage resulting from:
- Shorter development cycles
- Faster and more frequent deployment schedules
- Fewer technical errors and improved quality assurance
- Cross-functional leadership
No doubt, DevOps has had an enormously positive impact on the way organizations work. If marketing and sales could apply the same best practices, they’d easily generate more inbound leads, find better customers and close bigger contracts.
Within many organizations, marketing and sales departments maintain a contentious relationship. A 2015 study by CallidusCloud revealed approximately 28 percent of the 200 -plus marketing and sales professionals polled felt their departments were misaligned.
Though both groups are supposed to be on the same side, hubris, misunderstandings and self-interest often sabotage success. To foster a more collaborative environment, businesses need to take a DevOps-like approach to managing marketing and sales.