Inside the company, certain steps can be taken to build good relationships among project team members. Make assignments designating who will speak for which issues. Recognize that compromises are necessary to move forward. Recognize that the voice of the marketplace typically carries disproportionate weight in the discussion. Successful medical device development companies have a way of turning barriers inside out and benefiting from a natural level of tension.
Good communication means frequent communication, and at many levels.
Conflict is seen as an opportunity to expand viewpoints, create breakthroughs, and capitalize on synergy. When conflict arises, effective organizations move swiftly to arrive at a consensus limiting the conflict and setting the standard for more-rapid resolution of future issues. The best team is obviously going to be one in which technologists and marketers are comfortable working together. Regardless of the size of the organization, there can be a very complex interplay of working and personal relationships among developers and marketers. After-hours camaraderie can enhance trust, but they also need to appreciate the part each must play in their professional relationship and recognize that interpersonal and role issues will appear.