To the prospect, finding out about a product and then easily trying it is the beginning of experiencing it. As this journey passes through the marketing website, the minds that shape the product are well suited for also shaping the experience to its trial use.
I’ve seen such a collaboration vary significantly simply from the disposition of the person leading marketing. In the case where the marketing site was handled by in-house teams, their alignment of incentive produced good results, quickly.
This internal collaboration – efficient as it may be – can be transitory though, when the company grows and develops mature departments.
If your startup needs help with this, contact me on Slack.