In episode 647, Rob Walling chats with Whitney Deterding about product marketing and how to equip sales, support, and your entire team with critical product knowledge as you grow. We dive into how to communicate all aspects of your product, from individual features to benefits and use cases.

When you're one or two people, you're doing all of this as a founder, but the moment you have three, four, or more people on your team, you have to figure out a way to communicate how the product is changing effectively. Otherwise, your prospects, sales, and support won't know that.

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Topics we cover:

4:08 - What is product marketing?
8:56 - How do you implement cross team knowledge sharing?
14:54 - When should you start writing product or launch briefs?
16:35 - Training new sales and customer success people
23:05 - How to equip your salespeople
31:18 - Product positioning
35:13 - How to navigate positioning changes over times

Links from the Show:

Whitney Deterding (@WhitDeterding) I Twitter
Coschedule
Guru
TinySeed
TinySeed Applications Q&A on February 8

If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question for an upcoming episode. We’d love to hear from you.

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Episode 647 | Equipping Sales & Support With Critical Product Knowledge As You Grow

Startups For the Rest of Us