There was a time my title was CTO, and I'd say to the devs, there is only one function in a company. Sales. Every minute you spend writing tests, is sales. Because at the end there is only one business model. More money in then money out. I'll frame it in a different fashion, often the issue is that developers believe that they are alone with in creating value. And that all of these sales and marketing clowns are just.... What you may probably come to understand is that.... you are a marketing person now! and that this does not make you a lesser person. Yes, you can still code. But your primary function had changed. And over a longer run... it will require you to gain new competencies. So how does a marketing person fit? simply. They are you.