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

Growth is

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

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Messaging versus positioning: they are distinct, and positioning is the fundamental input to the messaging.