♦️ Crispin Porter on the difference between sales and marketing - Product Gems
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♦️ Crispin Porter on the difference between sales and marketing - Product Gems
Salespeople directly interact with customers to identify if the product meets their needs and, if so, to close the sale. Marketing is the strategy that goes into identifying which customers most need the product and making sure they know about it.
Alex MacCaw • The Great CEO Within: The Tactical Guide to Company Building
Product marketing (sometimes just “marketing” without a prefix word) is the canonical, old-school technology marketing discipline. This includes things like customer testimonials, feature requests, user testing and interviews, competitor analysis, collateral generation, and case studies.
Elad Gil • High Growth Handbook: Scaling Startups From 10 to 10,000 People
This is silly simplified but people who work in “Brand” are typically valued for their taste and ability to forecast and predict trends. They see the power in the details that will later shape public opinion about a brand. Do we use a red heart emoji or a white heart emoji? Meaningless to 9 out of 10 people in a board room but worthy of a full deba... See more
How to Move From Social Marketing to Brand Marketing
Product marketers define what aspects of a product to promote, who to target, why target customers care, and which channels are most important. They are the bridge between the product organization and ensuring the actions from the go-to-market engine of marketing and sales result in business impact.
Martina Lauchengco • Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group)
Marketing strategy: This is the work of positioning, story telling, status and affiliation. It’s understanding network effects, the user experience and the change we seek to make. Good marketing strategy overcomes just about everything else. Some of my books are about this.
Promotion : This is more tactical. It’s coupons and PR and perhaps advertisi... See more
Promotion : This is more tactical. It’s coupons and PR and perhaps advertisi... See more
The head of marketing
Growth is
budgeting
Brand is
investing
budgeting
- How to spot it: Selling - there’s a a direct call to action
- Time horizon : short (weeks)
- What you should expect from growth marketing : sales results
Brand is
investing
- How to spot it: Storytelling - there’s no direct call to action
- Time horizon : long (months, years)
- What you should expect from brand marketing : awareness, pe