For years, the process an organization took when creating a new product or service was to do the research and development and then bring the marketing people in to figure out how to sell this product or service.
These days, if you follow this process you will most likely fail.
Marketing must be involved from the very beginning because not only do they have to figure out how to sell the product or service, based on their market research, they will most likely be involved in the creation of the product as well.
As an example, if you want to build a spec house to sell, if you build the house and then contact a Realtor to sell the house, there is a real good chance the house will sit on the market for a long time. On the other hand, if the Realtor is involved from the start, they would be able to tell you what type houses are selling, the best size, location etc. If you take this approach, you will most likely get the house sold quicker and more profitably than using the old method.
Another example would be the author who writes a new book. A large portion of books written never go to print because the author can’t find a publisher who is interested in the book. An equally large portion of books that go to print sell very few books because the author has written the book with the idea of “if I write it they will buy it” or “the publisher will do the marketing so I don’t have to worry about it”. Unless the author is a big name, if they are looking to do this as a for profit venture, they must figure out the target market and how to market to them before and during the writing stage.
The attorney going out to start his own practice would need to figure out how they are going to market themselves before they open up their practice.
The school starting a new field of study would need to figure out both how to market to get the students and also how they will help “sell” the students when they graduate.
Whether you are a big organization or a one person operation, make sure the marketing part is taken into consideration from the very start and things will go much smoother for you.
Have a great day!