The Failures of Technology Marketing
Via Media Guerilla a critique by Paul Kedrosky of the Gartner Group interview with Clayton Christensen.
In the interview Christensen focuses on “the failures in technology marketing, specifically why marketers wrongly apply consumer products principles to tech markets, leading them to value buyer characteristics over buyer needs — and leading them to focus on sustaining innovations over disruptive ones.”
Christensen has a point, but I also think this is something of a straw man argument, one that makes an overly sharp distinction between selling technology and marketing technology.�Many technology buyers don’t know they want something until they see it. Just think of the Internet. In 1990, what was the unfilled need that the Internet satisfied?
The original interview provides interesting insight into technology marketing, and is worth a read.