CASE STUDY #1: TECHNICAL MARKETING
Background:

Most companies fund research and development today by entering into strategic product development agreements with customers. The customer needs technology X; the company wants the customer to pay the R&D costs of taking technology Y, and making it into product that serves the needs of the customer. In essence, the customer pays for the development of the technology.

Marketing makes this a very interesting game, because a marketeers job is to sell, especially if the marketeer is on commission.

Dilemna:

A customer needs a compression algorithm to deliver a 10x reduction in data storage to sell a medical imaging system as a successful product. A marketing person at your startup company, which desperately needs funds to do R&D (and pay your salary), invites the customer for a site visit to hear a presentation about your research. You know that the technology you are delivering only delivers a 2X compression on the audio data you have been working with.

What do you say in your presentation to this company? Obviously, your management and the marketeer will look favorably on you if you make the sale...