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?