Technology is flourishing in corporate America. Opportunity is abundant — but competition is intense. Companies face eroding market share, diminishing product life cycles, and consumer demands for added value, while seeking to differentiate themselves from competitors. If these issues are not addressed sufficiently, companies risk significant loss of opportunity, money, time and efficiency, and jeopardize their very survival. To combat these trends, technology marketing has become a central function in many competitive high-tech organizations.

Technology Marketing Functions
There is a range of responsibilities associated with technology marketing, broken down into different job descriptions under the marketing umbrella. Technical marketing means "presenting technology in such a way that the customer can absorb and understand the benefits of the product," explains Surinder Brar, vice president of marketing at Infoworks. "It is more of a sales support function." The various functions within technical marketing include:
1 Marketing Communication (Marcom): This function uses advertising and other promotional tools to help the firm differentiate its product or service within fragmented market segments. It entails planning, integration, implementation and evaluation of persuasive marketing communication strategies. Marcom professionals understand the capabilities and limitations of various promotional vehicles as well as advertising, sales promotions, and public relations.
1 Product Planning and Market Research: Employees in this role have a solid technical foundation and a finger on the pulse of market trends, consumer needs and consumer behavior. They use market research to identify and refine marketing opportunities and problems, develop new products and services, design marketing programs, and evaluate marketing activities and performance. They provide senior management market information that supports the managerial decision-making process. They must be able to communicate a vision both internally and externally, keeping the "big picture" in mind.
1 Product Marketing: This function has to do with successfully launching new products. Communication and branding skills are key. Employees work closely with marcom to create and distribute product collateral and implement sales and promotional programs.

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