Where have you been all my life? said marketing to customer education

Customer education can be a competitive advantage and help your sales team win deals against your most direct competitor. Don't believe me? Just ask your head of marketing. She'll tell you.

How do I know? It happened last week, when I met with a head of customer education. We were talking about her one, three, and five year goals, when I asked whether and how her sales team was attaching training to larger deals.

Then she told me the head of marketing at her company came to her and said (allow me to paraphrase): "Our training services is a competitive advantage. Our direct competitor does not have visible training on their website like we do, and our sales team is winning deals against them because of it. I want to brand our training and promote it like crazy."

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