Founder and CEO of AbleBrains, a firm that specializes in helping companies "get their juice back" so that they can go to market in a compelling, innovative and profitable fashion. Prior to AbleBrains, Steve was a senior executive with SAP, leading some of the companies efforts in the mid-market, as well as leading their Customer Experience, Oracle Competitive Strategy, Social Media, Services Marketing & the Global Competitive and Market Intelligence teams. He has been an EIR for BRM Capital as well as CA's product strategy lead for its Unicenter product line. He's held numerous technology and marketing positions throughout his career. LinkedIn TwitterFacebook

2 responses to “Storming the Castle Chapter 2: How I Gave Up Finger Painting and Decided to Develop a Category.”

  1. laird_peter

    “the arts and crafts aspects of marketing”

    I like that!

    “Marketing needs to be involved at the beginning of the product life-cycle.”

    I think the main problem is that most product people associate Marketing with only arts and crafts. Event planners, booth staffers, ad agency liasons, corporate shindig organizers, and other fluffy folks, rather than the people who really know the product in depth.

    I think you’ll have a much better chance of getting a seat at the table when designing a product if you cede “Marketing” to the arts and crafts people and take up residence under Product Management.

    Regards,
    An Engineer

  2. Steve Mann

    Peter – thanx for your comments. I don’t think the root cause is that there are product people in marketing – although i am sure that’s a contributing factor. I think the root cause manifests itself because (1) not many CMO’s today appreciate that effective Marketing is as much science as it is art and (2) there are marketing leads that come from a technical background – such as myself but typically they either don’t have a technical background/refuse to learn it or are dealing with a culture that doesn’t find intrinsic value to having marketing have a seat at the table.

    Thanx again.