Went to a big deal event several weeks ago. Geoffry Moore was speaking about marketing and signing books. I was a little embarrassed because I have never read any of his books (kind of like not seeing Dances with Wolves back in the day). Having started in this business with the first IBM PC, you've basically seen it all.
He did bring up a point about marketing. Kind of an evolution thing. You start with Field Marketing (e.g. getting leads to sell stuff) and worked your way through Product Marketing (launch), Corporate Marketing (branding et al), Segment Marketing (huh?) and end up with Strategic Marketing (of which only Bill Gates and Andy Grove knew how to do).
Having been in several startup he did say you have to start with Field Marketing. Right on. One of the startups I was with had hired a corporate marketing guy (I was doing biz dev). His money went into a $75,000 web site and closets full of trinkets and trash.
Of course Mr. Moore had no concrete tips on field marketing. But I did read the ultimate field marketing guide. John Fox wrote "The Marketing Playbook" which is the most pragmatic "how to" manual to getting the job done. It contains 103 very practical things to do. Way to go John.