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Marketing in Testing
Are you asking yourself how you can better position and promote software testing within your organization in order to increase recognition of its benefits and thus improve the value extended to it? By extension, how can you deal with your stakeholders in a targeted manner, and increase their commitment?
Many companies continue to regard software testing to be a necessary evil. And just as often, they fail to utilize the testing services offered, or become embroiled in long debates during which they need to be reminded of the benefits of testing. A clear marketing and stakeholder strategy defines communications and contact with stakeholders, and aims to sharply increase acceptance and recognition. The objective is to strategically position the testing organization within the company, to highlight its value (link to this topic), and to specify the tools and channels that will be used to communicate with which stakeholder groups, as well as the frequency with which that will take place.
The lack of external recognition also has a direct impact on the employees within the testing area itself. From a career perspective, testing is often regarded as a dead end, and motivation drops accordingly. The marketing strategy outlined above is aimed at highlighting the value of testing internally as well.
- External perception of the organization
- Stakeholder analysis, requirements grouping, etc.
- Stakeholder management strategy
- Communications plan, channels, and frequency
- Soft and directly measureable benefits
- Do good and talk about it