In the world of manufacturing, it’s all too common for different departments to operate in silos. Marketing does their thing, engineering does theirs, and never the twain shall meet. But what happens when those silos come crashing down and collaboration takes center stage? Magic, that’s what.
In a recent episode of The Manufacturing Executive Podcast, host Joe Sullivan sat down with Jeffrey Abel, Director of Technical Services, and Adam Beck, industrial marketer, both from Cadenas USA, to discuss the power of alignment between engineering and marketing teams.
As Abel pointed out, “Everybody’s busy, everybody’s got their tasks. And it’s pretty easy to just stay focused on the job directly in front of you.” But when leadership steps in and sets a common vision, amazing things can happen. Beck echoed this sentiment, saying, “If they don’t know why they’re doing what they’re doing, it’s hard for them to move in the same direction.”
When engineering and marketing are in sync, the benefits are clear. Engineering content becomes a valuable source for marketing, reducing friction and improving efficiency. On the flip side, misalignment leads to frustration and a lack of understanding of each other’s needs.
One key area where collaboration is crucial is content marketing. As buyers increasingly turn to the internet to research products, manufacturers need to make their product information easily accessible.
There is a generational component to it. Each generation goes on that they’re less likely to pick up the phone or email and they want to do as much research online ahead of time.
By providing comprehensive product data, manufacturers can enable customers to self-educate and self-serve, reducing the burden on engineering to answer basic questions. As Abel noted, “Instead of answering the same basic questions again and again and again and again, you can buy off from these tools, your potential customers, they can come to your engineering department so much further down the road.”
Of course, some manufacturers may be hesitant to give away too much information online, fearing that competitors will swoop in and steal their hard-won customers. But as Abel pointed out, “Frankly if you don’t provide them someone else might. And so we’ve found that people will go to other manufacturers right if they can make it easier than you can.”
The key is finding the right balance between providing value and protecting intellectual property. By positioning themselves as the preferred choice and providing utility to potential customers, manufacturers can reap the benefits of online product configuration and content marketing without giving away the farm.
As Beck and Abel’s insights make clear, the future of manufacturing belongs to those who break down silos and embrace collaboration. By getting engineering and marketing in sync, manufacturers can improve efficiency, reduce friction, and provide a better experience for their customers. And that’s a recipe for success in any industry.
