The expectations customers have of business leaders are different today than they were even a few years ago. They expect marketers to stop pitching things and start helping them understand how they can get what they need. They expect product managers to show them how their products can solve problems and help them succeed. The sales process now is about providing value to customers on their journey to figuring out what it is they are going to buy. When you understand that you do everything differently.
I invite you to listen to a podcast I recently recorded with April Dunford where we discuss how these principles apply to startups. Please see Product Marketing for Start-ups on the Product Management Pulse.