Thanks for the info. I was mainly speaking of the audience that the OP was addressing, i.e. engineers who likely haven't had much if any formal marketing traini

Thanks for the info. I was mainly speaking of the audience that the OP was addressing, i.e. engineers who likely haven't had much if any formal marketing training (I've only had 1 semester worth), as they are the ones on small (or solo) teams that are likely to not pay much attention to any sort of marketing. It's good to see a top-down perspective from a large organization like you've laid out too, though.