June 07, 2003

Marketing: Product Positioning

Just finished reading an interesting article on the fact that Marketing is not a Post-Processing Step.

I think the reason I find it so interesting is the fact it rings so true to me and some of my experiences. It IS so easy to fall into the trap that only the code matters, and that marketing can not begin until the code is done. This was a fatal flaw at NetMaster if you ask me. While I was doing all the code the team should have been building a real marketing plan, preparing the positioning and getting all the supporting work done to do this. When the product was delivered on time, we weren't ready to really get out there and sell it... and althought we had an 'idea' what our positioning was, it was not clearly defined, and we were not hungry enough to seize it. I spent another few months just doing the graphics, marketing materials, the web site, documentation etc. without really having our marketing position figured out. By the time we got it right, and finally began contacting customers it was 3 months later. Major window of opportunity lost. :(

I think the article reflects what we did wrong. Hopefully this time around I'll get it right. Lets hope.

Posted by SilverStr at June 7, 2003 10:29 PM
Comments

It's a delicate balance between letting the marketting dept or the devel dept have control over the direction / timeline / product. Wonder how the big companies do it.

Posted by: Arcterex at June 9, 2003 10:11 AM

You know, I don't know the answer to that. Although I am learning it definitely is a fine balance, I think it really comes down to the business. In big companies they have the funds to have both areas work in parrallel while at the same time having each department impact the other. As the article reflects, in many cases features can get merged with benefits to make a "better" product that customers will want... and which can be marketed.

Microsoft is a perfect example of this strategy. Ignoring the fact many people dislike how they implmenet their technology, they definitely know how to SELL their products. They make a lot of money merging marketing with the product. In many cases they capture a market even before they write any code. :)

I think personally the biggest thing that rings home is the fact it is NOT something that starts when the product is done. It has to be done while in development, with everyone getting together for the common good of the product sale and release cycle.

Who knows. Time will tell if I learned this lesson right. :)

Posted by: SilverStr at June 9, 2003 10:30 AM