Great technology deserves great marketing
By Francis Moran
For too long now, I have been painfully aware of just how dimly acquainted technology is with marketing.
I’ve heard all the usual reasons; hell, I’ve even subscribed to most of them myself at one time or another. But these excuses simply don’t hold up to scrutiny.
Technology companies tend to be engineering-driven and gears just don’t get marketing, goes perhaps the most common refrain. It’s true that most technology ventures are engineering ventures but I think marketers are letting themselves too easily off the hook by bleating that the engineers don’t understand what we do and that’s why they won’t support it. We’re supposed to be in the explanation and persuasion business; if we can’t explain ourselves to our own bosses and clients and persuade them why they should invest heavily in what we do, then we deserve the dim respect marketing so often seems to attract.
