Many companies short-change themselves when it comes to marketing their products by not developing a proper product marketing function internally. Product marketing is a critical element of a functional organization that positions and promotes products, pushes them into the market place, and funnels them into the channels that you’re trying to develop. Without proper product marketing, many companies actually expend needless sales and support resources to try to makeup for the shortcomings of not having this function inside their company.
A lot of companies during the slowdown years of 1999, 2000 and 2001 decided to start cutting marketing staff functions. Product marketing and product management were two areas that were furloughed or greatly cut back as companies tried to limit staff expenses in the sales and marketing area. Now that companies are getting healthier and the economy is strong again, some businesses are hesitant to replace those people… but they still need to do good product marketing whether it be for managing the existing products or for launching new ones.
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marketing