The technology industries run penurious marketing programs. Most spend half as much of their budgets as most of the S&P, and then complain that customers don't respond. They also blame the marketing and PR folks for the bad results of their cut-rate budgets. It doesn't have to be that way.

We sat down with Beth Trier of Trier Company, a successful and well-considered agency in San Francisco, and talked about how inadequate budgets and, frankly, C-suite ignorance is damaging the process of communications. While most people may not think this is important, the lack of customer education is at the core of most technology failures, and that's because of poor marketing.