Tom Hogan of Catapult Direct advocates more customer focus and less product focus. He writes:
Despite being in its thirties, high-tech marketing is still an industry in its adolescence. And like any adolescent, it's unsure of where it wants to go but knows better than anyone else how to get there. Part of the problem is the crowd that Marketing runs with. Marketing hangs out almost exclusively with 'Product Guys' - not salespeople. Product Guys are like those guys who go on first dates and talk endlessly about themselves. Finally, as the evening wanes and the date is utterly bored, they smile engagingly and say, 'But enough about me. Let's talk about things I like to do...'For these Product Guys, it's all about 'The Product' and its capabilities. On sales calls, when talking about The Product, they just can't stop. 'But enough about the features, let's talk specs...'
Read more in. I wish he used the term "Customer focused" instead of "Sales focused," as the latter implies that we should focus more on our sales people. And most people know that that is a formula for failure too.