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The Product Manager’s Handbook by Linda Gorchels

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CHAPTER 12

Marketing Strategy and Go-to-Market Efforts

TRUE OR FALSE: Advertising, sales, and marketing are synonymous.

Absolutely false. Marketing is a before activity focused on understanding customers and how well their needs/goals fit with your current and potential product offerings (and is consequently the planning phase). Advertising and sales are after activities that are elements of your marketing execution. However, they are all linked together, and product managers must assess their respective roles in accomplishing desired product goals.

TRUE OR FALSE: Good salespeople can sell anything to anybody.

This is a commonly held misconception—sometimes by even product managers and salespeople! If product managers arm salespeople with a ...

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