♦️ Crispin Porter on the difference between sales and marketing - Product Gems

There is no way for a product to stand out and win unless its entire go-to-market engine is carefully coordinated and it holds a clear market position. That's product marketing.

Product marketing should try to answer market-sensing questions and understand their implications across the entire buyer's journey, including both rational and emotional motivations:

There is no way for a product to stand out and win unless its entire go-to-market engine is carefully coordinated and it holds a clear market position. That's product marketing.

Direct marketing is action oriented. And it is measured. Brand marketing is culturally oriented. And it can’t be measured.

In the best tech product companies, product marketing plays an essential role in discovery, delivery, and, ultimately, go‐to‐market, which is why they are important members of the product team.