Time for Software Marketing to Grow Up

Tom Hogan of Catapult Direct advocates more customer focus and less product focus. He writes:

Despite being in its thirties, high-tech marketing is still an industry in its adolescence. And like any adolescent, it's unsure of where it wants to go but knows better than anyone else how to get there. Part of the problem is the crowd that Marketing runs with. Marketing hangs out almost exclusively with 'Product Guys' - not salespeople. Product Guys are like those guys who go on first dates and talk endlessly about themselves. Finally, as the evening wanes and the date is utterly bored, they smile engagingly and say, 'But enough about me. Let's talk about things I like to do...'For these Product Guys, it's all about 'The Product' and its capabilities. On sales calls, when talking about The Product, they just can't stop. 'But enough about the features, let's talk specs...'

Read more in Time for Software Marketing to Grow Up. I wish he used the term "Customer focused" instead of "Sales focused," as the latter implies that we should focus more on our sales people. And most people know that that is a formula for failure too.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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