Marketing: who is the client? what image are they trying to create? what are the target demographics? how much time do they have? how much money do they want to

Marketing: who is the client? what image are they trying to create? what are the target demographics? how much time do they have? how much money do they want to spend? which mediums should be targeted? Those factors can change quickly depending on news and current affairs, someone beating you to an original idea, technological changes and business changes (mergers, new services/products becoming the focus). Software development, by your metrics, is very similar. Instead of selling marketing people, you're selling programmers.