♦️ 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
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
Modern product marketing managers represent the market to the product team—the positioning, the messaging, and a winning go‐to‐market plan.
Marty Cagan • INSPIRED: How to Create Tech Products Customers Love (Silicon Valley Product Group)
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
I’ll leave you with one final thought, highlighting the importance of teamwork between marketing and product to enable product and brand innovation: “Today, brands are not the preserve of a marketing department. Brands are too important to be left to the marketing department — or any other ‘department,’ come to that. Organizational ghettoes do not ... See more
Gibson Biddle • Branding for Builders
As the ambassador for customer and market realities, the product marketer ensures the most important attributes that drive customer and market adoption are known and documented so teams can do their jobs better.
Martina Lauchengco • Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group)
What Happens to Positioning When a Prospect Moves from Marketing to Sales? As my career progressed, I became a VP of marketing, and I started to notice that although we obsessed over the story we were telling in our marketing campaigns and materials, when customers made it to a sales meeting, there was no storytelling or positioning happening at
April Dunford • Sales Pitch: How to Craft a Story to Stand Out and Win
Product marketing brings strategic intent and product insight to all market-facing activities.
Martina Lauchengco • Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group)
Marketing is the story marketers tell to consumers, and then maybe, if the marketer has done a good job, the lie consumers tell themselves and their friends.