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

Product marketing brings: knowledge of the buyer's frame of mind, how the competitive landscape might affect a decision, and what that means for how a product should be positioned.

Marketing is about promoting products and services. First rule—you don’t try to serve everybody. You segment the available market, then target a segment, then position the product.

In the best tech product companies, product marketing plays an essential role in discovery, delivery, and, ultimately, go‐to‐market,

in product marketing, aspects of product go-to-market can only be discovered by trying things in-market.

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.

Here’s the simplest, most jargon-free definition of marketing you’re ever likely to come across: If the circus is coming to town and you paint a sign saying “Circus Coming to the Showground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s

Product marketing's purpose is to drive product adoption by shaping market perception through strategic marketing activities that meet business goals.