Perhaps I’m one of the lucky few that has always had a good relationship with the Marketing Department. Although I am the incoming President of the American Association of Law Libraries, I am also a member of the Legal Marketing Association, and I find value in both. I have leveraged the relationships built by the Marketing teams to advance my own ideas and projects, and have partnered with Marketing when they need resources and research to advance their own processes and projects. It just makes sense, and there is a mutual benefit for all when there is a trust and partnership between the two groups. After all, we are on the same team, and we can do more together than we can individually.
This is why I am amazed when I see dysfunction between these two departments. And when I have run across firms where the relationships between the two groups exist, it usually comes from the following issues: