I know slashdot's general sentiment towards marketing. Without being judgmental one way or the other, I must say that for a product to reach the widest possible audience in a given time period, marketing is a necessity. Short of doing everything myself, I see a couple of options: 1. Hire marketing people, or an outside marketing firm; 2. Take in willing partners who are good at marketing (currently there are no shortage of people who want in).
With these options, my major concerns are how to quantify performance, as well as how to avoid getting trapped in a partnership with non-performing partners — I already have a tangible product with a huge amount of time, money, and effort invested. Budget is also limited. Budget is always limited unless you are a fortune 500 business, but for now that's more of a secondary concern. So here is my question to Slashdot: how do you address these concerns, and in a more general sense, how would you handle the situation: technical people with a product in need of marketing?