Part of the issue is just the siloed nature of many businesses. The business team has no idea what engineers actually do. Marketing just thinks it's like editing a complex word document. The clients you're working with have never interacted deeply with their own internal dev team. Their interface is always a customer facing position.

Getting engineering to understand the business side and the business side to understand how engineering works would go far in clearing up many misconceptions and allowing things such as tech debt paydown, cleanups and refactors, etc.