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Should Product Marketing Do Sales Support?
We are trying to create a market-driven product marketing team and company. For our Product Marketing team that means we need to get away from being simply sales support. However, the sales support need doesn't simply go away as the sales teams still need support with data sheets, transactional lead generation activity, etc. Should Product Marketing do both?
Sales support can best be defined as any activity that helps one sales person win one account. Marketing, on the other hand, supports a target group of sales people win business within a targeted segment of the market.
So product marketing in a market-driven company would be developing the kinds of sales tools you describe, but the basis for those tools would be deep knowledge of their target buyers and their needs, plus a clear strategy to enable the entire sales organization and not one deal.
I wrote an article about this topic called "Don't Confuse Sales Support with Marketing.
Answered by Adele Revella
