Marketing strategy includes both a top-down analysis of markets that the product or service could be sold into and a bottom-up development of specific early customers. It is essential that the project team lead in developing relationships with customers, but they can be helped in preparing for these meetings and in understanding the larger markets by MBA fellows and interns, and at times by professional consultants. CoMotion innovation managers work with the project teams to identify projects that require an advanced product design. When your project is ready for this step, the managers can work with your team to identify possible sources of funding and introduce you to local designers to explore and develop a compelling product. The “Idea to Plan” training is just one way we support researchers with marketing strategy. Hear what some researchers have to say about this training in the video below.