What’s More Important: Marketing Process or Marketing Plan?

7-Step Marketing Strategy Process

7-Step Marketing Strategy Process

Too many leaders of small technology businesses think of marketing as either an afterthought (“Got the product ready… now I have to go market it!”) or a forethought (“Got to put together my marketing plan up front… then I’ll have my plan all ready to go when I launch!”).

The fact is neither approach is optimal. I really think marketing must be an integral part of the product or service development process in order to be as impactful as possible.

There’s just too much focus on putting together a marketing plan (whether before or after product development) as a “thing” that must be created. When in fact what’s needed is a marketing strategy process that is integrated with the product or service development process.

For example, here’s a good, simple summary of the marketing strategy process that could be adopted for any technology venture.

Some things to think about:

  • how does this tie in with your product definition and product development process?
  • where is the tie-in with sales?
  • how can the marketing function be as integrated as possible with the rest of the business?
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