Is marketing a Post-Processing Step? Is not.

Customer interactions Management is a term highlighted by research companies such as Gartner Group, Forrester follow a line of investigation and Madison Advisors to define a convergent set of Information Technology solutions that together provide marketing communication professionals the ability to advance the way that they communicate with their clients.
In many small ISVs, together with Source Gear, the founder has a technical environment with little or no marketing experience. This kind of company tends to become very programmer-centric. We coders think of ourselves as the center of the universe. Everything else is secondary to the code. The code is king. The code is the only thing we actually sell. If we had to get rid of everything else, the code would be enough. If we are honest enough to admit it, even true developers have these evil thoughts from time to time. That's okay. Most lies have a tiny grain of truth buried inside anyway.
Our code-centric viewpoint makes it is easier to believe the common fallacy that marketing begins when coding ends. Good marketing just doesn't work this way. Marketing is not a post-processing step.
The underlying principle behind this was cited in analyst research by Info Trends that, "transactional documents are opened and read by more than 90% of consumers. Because the average consumer is bombarded with advertising, e-mail, direct mail and other forms of solicitation each day, Tran Promo can help you cut through the clutter and stand out."
Like many other things, marketing is to some extent like an iceberg. The part sticking out of the water is highly noticeable. It's easy to not realize that much of the iceberg is hidden from our view. When we see great beer commercials on TV during the Super Bowl, we think that's marketing. And it is.
But there is more. You really should start thinking about marketing as soon as you start thinking about necessities, architecture or design. To understand why, bear with me for a few minutes of marketing mumbo-jumbo as we talk about "positioning".