UX & Marketing - Balancing Business Goals and Supporting Users

There are inevitable tensions that form between UX and marketing teams because of their differing approaches to users and differing priorities. 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.