Not that it happens often, but sometimes the product itself is the marketing. And in those rare cases, businesses thrive without organized marketing.
Normally, great marketing beats great product. But these are those beautiful "if you build it, they will come" cases that can be especially exciting to watch.
As I write this, I'm reviewing a startup that looks to me as if it could be one of those product-driven successes that thrive without much focus on marketing planning. Yesterday, the founders showed me their video-rich and design-rich web building platform. It looked incomplete, but really good. And the creators had very little to say about marketing.