Vaporware, Slideware or Software?

The Role of the Technical Marketing Engineer in Verification

by Andrew Piziali, Independent Consultant

In our previous blog posts on the subject of verification for designers we addressed the role of the architect, software engineer and system level designer. We now turn our attention to perhaps the least understood—and oftentimes most vilified—member of the design team, the technical marketing engineer. But, before we explain why, what is the role of the technical marketing engineer? After all, not all companies have such a position.

The technical marketing engineer is responsible for determining customer product requirements and ensuring that these requirements are satisfied in the delivered product. They typically build product prototypes—initially slideware and later rudimentary functional code—that are evaluated by the customer while refining requirements. With each iteration the customer and engineer come closer to understanding precisely what the product must do and the constraints under which it must operate. This role differs from other traditional marketing functions such as inbound and outbound communication. Given that such a position exists, how does the technical marketing engineer contribute to the functional verification of a design?

Although there are many definitions of functional verification, my favorite is one I recorded at Convex Computer Corporation some twenty years ago: “Demonstrate that the intent of a design is preserved in its implementation.” It is short, colloquial and simple:

• • Demonstrate — Illustrate but not necessarily prove
• • Intent — What behaviors are desired?
• • Design — The various representations of the product before it is ultimately realized and shipped
• • Preserve — Prevent corruption, scrambling and omission
• • Implementation — Final realization of the product for the customer

The technical marketing engineer plays a key role in this process as demonstrated by one personal experience of mine in this role.

One company I worked for offered a product that assisted in producing clean, efficient, bug-free code through pre-compilation analysis. In this environment one could navigate through your code within its module (file) structure, as well as within its object structure. However, the programming language supported not only objects—language elements that are defined, inherited and instantiated–but also aspects—language elements that group object extensions into common concerns. I proposed adding an aspect browser to the product as a natural extension to its existing navigation facilities. The challenge was inferring the aspect structure of a program from its files and object structure because an aspect is not explicitly identified as such in the program.

I put together a slide presentation that illustrated the two existing navigation paradigms, as well as the proposed aspect navigation. The feature looked great from a user interface perspective, but could it be implemented? Since heuristics could be employed in identifying each aspect, I also illustrated each heuristic and its application by way of sample code and its structure. This animated slide presentation served as the first prototype demonstration of the aspect browser for the product. When reviewed with existing users, they were able to provide valuable feedback about the new feature and its utility and limitations. When subsequently referenced by the programmer implementing the feature, it served as a rough executable specification.

Returning to the vilified technical marketing engineer, why are some poor souls subject to this criticism? More often than not, the marketing engineer promised more capability, performance or features than could be delivered by the developers. It is easy to “Powerpoint” a feature that cannot be implemented so the marketing engineer must walk far enough down the implementation path to understand what is feasible. If they do, they will likely avoid this charge and remain a perceived asset by the design team. Moreover, their employer will retain a reputation for delivering quality “product-ware,” not vaporware or slideware!