Summary: There are inevitable tensions that form between UX and marketing teams because of their differing approaches to users and differing priorities. Regardless, both teams can still work together to find effective solutions that address those tensions.

Marketing and UX share many similarities. Both disciplines have the user in focus, but they do so through different lenses. Marketing is about increasing the perceived value of a product through brand perception or special offerings that the company might have. UX is about decreasing the interaction cost, which is the sum of mental and physical efforts it takes a user to complete a task or accomplish a goal. Both of these lenses together increase the expected utility of the product for the users; in other words, they aim to make a product or service desirable for buyers and users.

How can UX teams work with marketing teams effectively to not only maximize their relationship but also support one another? It starts with understanding the purpose of each discipline.

In general, marketing is involved with promoting and selling products. It includes understanding the market itself, attracting potential customers, and further engaging users who already interact and use the product.

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