Sales used to be the primary conduit for the customer to learn about a product or solution. There were essentially no other channels. A few brochures and white papers would be produced, but that was only in support of the sales interaction- that collateral wasn’t meant to sell, and never fit that closely to the customers specific reality. And this was the necessity based on reality- to do it any other way would have required the sales team dropping a file cabinet off at a customers site.
Nowadays the customer is likely to know as much about your product than anyone on the sales team. They spend hours on your web site reviewing and reading and analyzing.
How does that change the way we sell?