Alas, "Marketecture" is often a term of scorn used by developers and engineers:
http://www.youtube.com/watch?v=0hn-AU3KQRk
Ideally, you should use marketecture to free yourself from the technical and refocus on how the product solves problems for buyers. Now that's a marketecture I can believe! Or as Adele would say, "Got a great product? Get over it." Talk to buyers about solving their problems, not about your features. DCPs indeed.
