Marketing and Engineering. Two departments, two different planets, each convinced the other speaks a completely alien language.
“Why does the tech team always say ‘it’s not possible’? Can’t they just sprinkle some magic code dust and make it work like we promised in the campaign?!”
Or “If we have to wait for the product to be technically perfect we will never launch it!!”
“Why does marketing keep selling features that don’t exist?! Do they think hardware grows on trees? We can’t just ‘make it do everything’ overnight!”
Sound familiar?
In every company, there’s a never-ending tug-of-war between product reality and sales ambition. Engineers want perfection and feasibility, while marketing wants flashy features and fast results.
But here’s the truth: neither can succeed without the other.
A product can be the most technically brilliant innovation in the world, but if nobody understands it, wants it, or even knows it exists, it’s doomed to fail. Likewise, even the most genius marketing campaign won’t save a product that’s full of bugs or missing key features.
And the perfect place to do that?
Let’s break down how EVT, DVT, and PVT serve as the ultimate meeting point between the two, helping bridge the gap between what can be built and what should be sold.
From a marketing standpoint, the EVT, DVT, and PVT stages offer invaluable opportunities to build consumer trust and anticipation. By transparently communicating the rigorous testing and validation processes a product undergoes, companies can highlight their commitment to quality and reliability. This transparency can be a compelling narrative in marketing campaigns, showcasing the brand’s dedication to delivering superior products.
Moreover, insights gained during these validation stages can inform marketing strategies. Understanding the product’s performance under various conditions allows marketers to craft messages that emphasize its durability, reliability, and suitability for different use cases. For instance, if a product excels in environmental testing during DVT, marketing materials can highlight its resilience in extreme conditions, appealing to consumers seeking robust solutions.
Understanding how these three validation stages align with the sales process helps break down silos, ensuring that product teams build with market demand in mind, while sales and marketing teams craft compelling messages based on real product capabilities.
The journey begins with the Engineering Validation Test.
At this stage, prototypes are developed to combine both the aesthetic (looks-like) and functional (works-like) aspects of the product. The primary objective is to verify that all functional requirements outlined in the Product Requirement Document (PRD) are met.
Typically, a limited batch of 20-50 units is produced using the intended materials and manufacturing processes. This phase is critical as it often uncovers design flaws or functional issues that need addressing before moving forward.
From a commercial perspective, this is the ideal time for marketing and sales teams to start validating market interest and shaping their go-to-market strategy.
Once EVT confirms the basic functionality, the process advances to the Design Validation Test, where engineering focuses on refining design, materials, and durability.
In this phase, the focus shifts to perfecting tools and techniques for a consistent run and ensuring products meet cosmetic and environmental requirements using both mass production tools and parts. A larger batch of 50-200 units is produced, and these units undergo rigorous testing, including stress tests, environmental exposure, and durability assessments. This stage is also crucial for obtaining necessary regulatory certifications, such as FCC or UL approvals. The goal is to ensure that the product not only functions as intended but also meets all quality and regulatory standards.
The final validation stage is the Production Validation Test. This phase involves the first official production run, often constituting 5-10% of the initial production volume. The objective is to verify that the manufacturing process can consistently produce the product at the desired quality levels and within target cost parameters. Units produced during PVT are ideally suitable for sale and may be used to initiate market entry. This stage also serves to finalize quality assurance and quality control procedures, ensuring that any issues are identified and rectified before full-scale production commences.
For a product to succeed commercially, marketing and engineering teams must work together from concept to launch. When technical teams operate in isolation, they risk building something that doesn’t align with market demand. Conversely, when sales teams lack deep product knowledge, they struggle to create compelling value propositions.
By treating EVT as market research, DVT as customer validation, and PVT as sales execution, businesses create a seamless bridge between engineering and sales, ensuring every product that reaches the market is both technically sound and commercially viable.
Marketing and Engineering. Two departments, two different planets, each convinced the other speaks a completely alien language.
“Why does the tech team always say ‘it’s not possible’? Can’t they just sprinkle some magic code dust and make it work like we promised in the campaign?!”
Or “If we have to wait for the product to be technically perfect we will never launch it!!”
“Why does marketing keep selling features that don’t exist?! Do they think hardware grows on trees? We can’t just ‘make it do everything’ overnight!”
Sound familiar?
In every company, there’s a never-ending tug-of-war between product reality and sales ambition. Engineers want perfection and feasibility, while marketing wants flashy features and fast results.
But here’s the truth: neither can succeed without the other.
A product can be the most technically brilliant innovation in the world, but if nobody understands it, wants it, or even knows it exists, it’s doomed to fail. Likewise, even the most genius marketing campaign won’t save a product that’s full of bugs or missing key features.
And the perfect place to do that?
Let’s break down how EVT, DVT, and PVT serve as the ultimate meeting point between the two, helping bridge the gap between what can be built and what should be sold.
From a marketing standpoint, the EVT, DVT, and PVT stages offer invaluable opportunities to build consumer trust and anticipation. By transparently communicating the rigorous testing and validation processes a product undergoes, companies can highlight their commitment to quality and reliability. This transparency can be a compelling narrative in marketing campaigns, showcasing the brand’s dedication to delivering superior products.
Moreover, insights gained during these validation stages can inform marketing strategies. Understanding the product’s performance under various conditions allows marketers to craft messages that emphasize its durability, reliability, and suitability for different use cases. For instance, if a product excels in environmental testing during DVT, marketing materials can highlight its resilience in extreme conditions, appealing to consumers seeking robust solutions.
Understanding how these three validation stages align with the sales process helps break down silos, ensuring that product teams build with market demand in mind, while sales and marketing teams craft compelling messages based on real product capabilities.
The journey begins with the Engineering Validation Test.
At this stage, prototypes are developed to combine both the aesthetic (looks-like) and functional (works-like) aspects of the product. The primary objective is to verify that all functional requirements outlined in the Product Requirement Document (PRD) are met.
Typically, a limited batch of 20-50 units is produced using the intended materials and manufacturing processes. This phase is critical as it often uncovers design flaws or functional issues that need addressing before moving forward.
From a commercial perspective, this is the ideal time for marketing and sales teams to start validating market interest and shaping their go-to-market strategy.
Once EVT confirms the basic functionality, the process advances to the Design Validation Test, where engineering focuses on refining design, materials, and durability.
In this phase, the focus shifts to perfecting tools and techniques for a consistent run and ensuring products meet cosmetic and environmental requirements using both mass production tools and parts. A larger batch of 50-200 units is produced, and these units undergo rigorous testing, including stress tests, environmental exposure, and durability assessments. This stage is also crucial for obtaining necessary regulatory certifications, such as FCC or UL approvals. The goal is to ensure that the product not only functions as intended but also meets all quality and regulatory standards.
The final validation stage is the Production Validation Test. This phase involves the first official production run, often constituting 5-10% of the initial production volume. The objective is to verify that the manufacturing process can consistently produce the product at the desired quality levels and within target cost parameters. Units produced during PVT are ideally suitable for sale and may be used to initiate market entry. This stage also serves to finalize quality assurance and quality control procedures, ensuring that any issues are identified and rectified before full-scale production commences.
For a product to succeed commercially, marketing and engineering teams must work together from concept to launch. When technical teams operate in isolation, they risk building something that doesn’t align with market demand. Conversely, when sales teams lack deep product knowledge, they struggle to create compelling value propositions.
By treating EVT as market research, DVT as customer validation, and PVT as sales execution, businesses create a seamless bridge between engineering and sales, ensuring every product that reaches the market is both technically sound and commercially viable.
