I've been thinking recently that our industry (enterprise software) does product marketing in a certain way. We all strive to differentiate ourselves but we hire the same type of people and with few exceptions we "do" product marketing in a certain way. I thought of this because we are considering hiring someone who has never worked in "enterprise software" before and I really hope it works out because I think he will help us out think differently.
Think about this, if you buy a Toyota car this weekend, and you're lucky, you'll talk with a knowledgeable sales person, he/she will probably talk with you about your needs. You'll be able to find out all you need to know about the car on the Internet. You will be an empowered buyer and this is for a $20,000 purchase. Our industry markets and sells software for millions of dollars and generally do a poor job of empowering our buyers.
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