Wednesday, June 22, 2005
On Marketing
Techies hate marketeers.
It's one of those timeless truths, like your project will be at least one of
Only today has rather brought back to me that it needn't be like this. First I was rather nice about Oracle Corporation marketing in a discussion about RAC on large numbers of nodes over at Oracle-L.
Then, whilst I'm waiting for data to come back off tape I came across a post on marketing's marketing problems over at Seth Godin's blog. Now I don't agree with all on that blog by any means, but the standout argument for me in the excellent article was this.
Marketing is not about trickery or even insincerity. It's about spreading ideas that you believe in, sharing ideas you're passionate about... and doing it with authenticity. Marketing is about treating prospects and customers with respect, and realizing that it's easier to grow the amount of business you do with happy people than it is to find new strangers to accost.
As it happens the Oracle world has some great, and some not so great, exponents of the art of marketing - as defined above. The above is a pretty good description of what Tom Kyte does for Oracle, for example. Its possible, but I'm not convinced, that the 'Grid Message' currently coming out of Redwood Shores is also a sincere spreading of ideas that Oracle is passionate about as well, but it feels more like aligning messages with market trends. That of course is advertising which is a whole different thing.
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It's one of those timeless truths, like your project will be at least one of
- Late
- Overbudget
- Below expectations
Only today has rather brought back to me that it needn't be like this. First I was rather nice about Oracle Corporation marketing in a discussion about RAC on large numbers of nodes over at Oracle-L.
Then, whilst I'm waiting for data to come back off tape I came across a post on marketing's marketing problems over at Seth Godin's blog. Now I don't agree with all on that blog by any means, but the standout argument for me in the excellent article was this.
Marketing is not about trickery or even insincerity. It's about spreading ideas that you believe in, sharing ideas you're passionate about... and doing it with authenticity. Marketing is about treating prospects and customers with respect, and realizing that it's easier to grow the amount of business you do with happy people than it is to find new strangers to accost.
As it happens the Oracle world has some great, and some not so great, exponents of the art of marketing - as defined above. The above is a pretty good description of what Tom Kyte does for Oracle, for example. Its possible, but I'm not convinced, that the 'Grid Message' currently coming out of Redwood Shores is also a sincere spreading of ideas that Oracle is passionate about as well, but it feels more like aligning messages with market trends. That of course is advertising which is a whole different thing.
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