Alignment between product, marketing, and BD is one of those things everyone agrees is important—but rarely prioritised with structure. In crypto especially, it’s common to see teams building great products while struggling to translate that into clear narratives, onboarding flows, or even usable content for growth.
As Daniel put it, “The silos usually happen because each team is chasing slightly different definitions of traction.” And he’s right. Product is chasing usage. Marketing is measuring engagement. BD is tracking conversions. But in most cases, they’re all operating from the same source of truth—the user journey—without ever mapping it together.
Where this breaks most often is in feedback. Updates don’t circulate fast enough. Content is scattered. Sales decks, tweets, docs, and demos all tell slightly different versions of what the protocol actually does. The fix isn’t more meetings. It’s rhythm, shared context, and mutual accountability.
In crypto, the speed of iteration makes this even more crucial. You don’t have months to align messaging. A product launch that doesn’t get integrated into your marketing content and BD pitch by day two is already missed opportunity. The loop has to be built in.
What helps in practice
- Anchor all teams around one user journey. Let each team contribute to and act on it. Not as a handoff, but a loop
- Let product updates drive marketing storytelling. Not the other way around
- Give BD the same visibility marketing has when feedback rolls in
- Create rituals for demoing work, updating narratives, and syncing timelines
- As Daniel noted, “Treat content like connective tissue.” Co-create it. Share it. Let it live in the open
Alignment doesn’t come from culture decks. It comes from shared wins, shared tools, and shared pace. Not just collaboration—but co-ownership.
So how is your team aligning product with marketing today?
