This article was originally published as a presentation at the Product Marketing MisUnderstood event, 2022. The talk was by Zach Roberts, Product Marketing Manager at Dropbox. Catch up on all presentations with our OnDemand feature.

Salespeople and product marketers are two sides of the same coin. While sales reps carry deals across the finish line, product marketers employ similar skills in product launches. Our biggest skill is influencing strategic outcomes; that’s the commonality that unites the two disciplines.

Just as salespeople don't make the buying decisions, we as product marketers don't build the physical product. Our job is to make selling easier, which can make it feel like we’re the drivers while our sellers are just along for the ride.

In this article, we’ll take a look at:

  • Always being closing curious,
  • The partnership between product marketing and sales,
  • Using the voice of the customer within positioning and messaging,
  • Product launches: Keep your sellers in the loop, and
  • Sales collateral.

Always be closing curious

White text on a black background that says ABC - Always Be Closing Curious - with the word 'closing' crossed out

But let's take a moment to ask ourselves, what can we learn from sales? The best sales reps I've seen are the ones who practice ABC. Not always closing, which is great to see, but always curious.