Situation
"Our market development managers are all engineers."
In industrial and materials companies, market development, product management and even sales roles are often filled by engineers and scientists. They understand the technology deeply but lack common frameworks for segments, value and competition, so plans and business cases vary widely.
If two or more of these sound familiar, this page is for you.
Paraphrased and anonymized from recent conversations with marketing and commercial leaders.
“Our market development managers are all engineers. They need marketing competency and a common language.”
“Leadership saw standard work succeed in operations. Now they want it on the sales and marketing side.”
“We went through a general product management course. Our industrial teams found it too basic.”
Technical people respond to logic and evidence. Generic marketing courses often feel too basic or too consumer-oriented, so they don’t change how plans are built. What works is a small set of rigorous frameworks applied to each person’s own market, with sales, R&D and finance in the room.
Market Maps, Value Maps and Competitive Assessment in one language.
Concepts applied to each participant's own market, with coaching.
EdgeSim™ to connect decisions with P&L and cash.
Frameworks licensed for consistent use across the business.
Typical phases. Every engagement is scoped with you, and many clients start with one phase.
| Phase | Typical timing | What happens |
|---|---|---|
| Workshop | 2 days | A cross-functional workshop (sales, R&D, finance and marketing) applying common frameworks to your own markets, in person or online. |
| Apply | Following weeks | Teams use the tools on their real plans, with coaching on the first drafts. |
| Standardize | Next planning cycle | Templates and licensed tools become the standard way to plan. |
| Extend | As needed | EdgeSim™ business simulation and further modules for new hires. |
Chemicals & Materials · Coatings
Recent work · 2026
After a general product management course felt too basic for its industrial teams, a coatings business asked for a program built around its own markets.
Read the case →Packaging · Electronics & Medical
[Result]
A producer of high-performance packaging for electronics and medical markets saw its products copied, and had to decide where it could still win.
Read the case →Semiconductors · Global
[Result]
The global leader in semiconductor fabrication equipment wanted every key account manager, some leading teams of up to 500 people, at an agreed standard.
Read the case →Academy program
Learn and apply the Market Edge Strategic Marketing Process to your business, and leave with a draft Strategic Marketing Plan for your target market.
$2,850 per person · Next: [Dates] Nov 2026
See dates →Not when it's built on analysis they can test. Market Maps, Value Maps and competitive assessments are quantitative, and participants apply them to their own markets.
Yes, and we recommend it. A shared language across functions is often the main benefit.
Both work. In-person workshops build the most momentum; online formats suit regional teams and follow-up coaching.
Yes. Teams license the tools for consistent use, with annual support and updates.
"We've been sales and rebate led for years."
Your strategy now depends on selling on value, but the sales force, pricing and segmentation were built for volume.
How we help →"I've just taken over marketing, and we don't have standard tools."
A new marketing leader in a lean organization needs a team, a process and early results, fast.
How we help →"We're a new company with a parent company's marketing habits."
A new owner or independent company means new growth targets with marketing infrastructure that was left behind.
How we help →Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.