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Posted by Scott Santucci on August 12, 2008
Thanks Tom for such a nice introduction. My cheesy music reference (quick, name the band) aside, Tom and are are the two heads of the product managment and marketing beast. His focus is on building the right product, mine is on bringing it to market.
So, let’s start with something simple – how do you get that blasted sales force to use your stuff?
I’ve been around product marketers for a long time: I’ve been one, managed several, been supported by them, and have consulted them. And if there is one common frustration across the board it’s answering this question - “what on god’s green earth does the sales force need from me to sell my product?”
Has product marketing become a profession of futility?
This old Far Side comic best sums up the problem.
Sales and marketing just speak different languages, and for you to be successful driving revenue of your product or service you are going to need to learn to speak the language of sales.
Here are a few things to think about.
So, go swim with the dolphins! Get trained on your sales process, participate in the role playing, go through all of the product training, lob cold calls into new prospective accounts, try to set appointments with c-level executives.
The opportunity for marketing to create more leverage in the selling process is enormous and easily measured. However, to determine the right things to do, marketer’s need to take the plunge and jump in the tank.
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