Media attention to company products and capabilities plays an important role in the success of those products. Constructing the information and images released to the public is primarily the responsibility of the marketing and sales departments. However, technical expertise is required to accurately translate some product details into terms that can be marketed. CTOs must translate technical details into real customer advantages that are superior to those of competing products. Internet start-ups must also create convincing presentations and demonstrations for venture capitalists (VCs).
The VCs provide the initial revenue stream necessary to turn an idea into a viable product. In the early stages of a company, the VCs are the customers and the marketing story is focused on them rather than the actual consumers.