The hole I see is the role that product marketing fills. At its heart product marketing helps determine whether an idea is worth bothering with. Perhaps I should rephrase that. I believe there is tremendous value in simply going through the exercise of turning an idea in to something. But one key piece is ensuring that something can actually be a viable business. Product marketing helps to fill the gaps between technology and a market need. An idea or technology only has as much value as the problem it solves and it's difficult to measure the size of a problem until you can identify who experiences it. In short you need to know what customers you're going after along with how you will help them.
Here's a very simple example of a world without product marketing.
This makes no sense to most people…
- 2L Storage shelf on door
- Adjustable Door Bin
- Adjustable Rollers
- Auto defrost
- 329 kWh/Year Energuide rating
- Reversible door swing
- Slide-out shelf design
- A small refrigerator to keep your beer cold.
And that's why you need product marketing. Or that's why I have a job anyway…