Thursday, December 20, 2007

Performance Predictors and Product Development

It astounds me in the current business environment, with hyper-competition, globalisation and highly sceptical consumers, that marketers are not always included in the product development phase of marketing.

In order to reduce marketing communication budgets and gain consumer trust, marketers must be involved in product development. Why?

Marketers need to build lead generation capabilities into the product, rather than artificially (and often ineffectively) 'tag-on' on lead generation capability at the end of the production line.

Performance predictors should be considered whilst the product is being developed, not after.

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