Many start-up high tech companies have excellent technical know-how. Customer presentations more often than not feature details about technical abilities and engineering competence rather than the company's own products. As a consequence, SMEs stay small and struggle to maintain revenue streams, suffering from the "leaky bucket" syndrom. Competence-based marketing is based on working to customers’ specifications and involves a different offering each time. Ownership of intellectual property is an issue always to be negotiated.
Product marketing requires a different organisational approach and permits standardisation and cost-efficient repeatability in company processes.
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Many start-up high tech companies have excellent technical know-how. Customer presentations more often than not feature details about technical abilities and engineering competence rather than the company's own products. As a consequence, SMEs stay small and struggle to maintain revenue streams, suffering from the "leaky bucket" syndrom. 
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