How product can work better with sales and marketing - Sally Foote (Advisor, Bower Collective)

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Sep 10, 2025

In this discussion, Sally Foote, a seasoned product leader and advisor at Bower Collective, emphasizes the critical synergy between product management, marketing, and sales. She highlights how product managers must embrace commercial fluency to drive growth effectively. Sally argues that differentiating through product innovation, rather than just relying on digital marketing, is essential. Additionally, she shares insights on integrating sales feedback into product development and leveraging AI for enhanced market understanding, making it a must-listen for product leaders.

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INSIGHT

Product Is The Whole Proposition

Product should be treated as the full proposition, not just features on a site or app.
Thinking in terms of acquisition and retention broadens product scope into marketing levers.

ADVICE

Use Roadmaps To Align Teams

Use the product roadmap as a tool to align the organisation, not as a constraint to avoid.
Share roadmaps to activate sales and marketing around growth planning.

ADVICE

Understand Marketing Economics

Learn marketing economics: where budgets are spent and how ROI is measured.
Let channel costs and economics influence your product decisions.

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In this episode of The Product Experience, Lily Smith speaks with Sally Foote, a seasoned product leader whose journey from product roles to C-suite commercial leadership spans Carwow, Go Compare, and The Guardian. They unpack the increasingly vital intersection between product, marketing, and sales.

Sally explains why growth is a shared responsibility, how product managers can become commercially fluent, and why understanding marketing economics is now critical. Expect actionable advice on working across functions, owning growth levers, and designing products that fuel acquisition and retention. Whether you’re in B2B or B2C, there’s something in here for every product leader looking to elevate their commercial impact.

Key Takeaways:
— Modern product managers must understand marketing funnels, ROI, and acquisition costs to create scalable impact.
— Propositions beat PPC: In saturated digital channels, differentiation must come from product innovation.
— Stop the handoffs: A strict separation between product, marketing, and sales creates missed opportunities and inefficiencies.
— Product roadmaps matter to the business: While sometimes shunned by PMs, roadmaps help align and activate sales and marketing functions.
— Product marketing isn't enough: What’s needed is cross-functional growth thinking—not just better product copy.
— B2B is a rich source of insights: Embedding PMs in sales cycles and advisory panels unlocks product innovation directly from the source.
— AI is reshaping go-to-market: From focus groups to pricing strategies, machine learning is changing how teams make commercial decisions.
— Your funnel is only as good as your data: PMs should design products with marketing data needs in mind to drive better acquisition performance.

Featured Links: Follow Sally on LinkedIn | YourRoom AI focus group | Carwow | Watch Sally's 'Maximum Possible Products' talk at #mtpcon London 2019 | Sustainable living made easy with Bower Collective

Our Hosts
Lily Smith enjoys working as a consultant product manager with early-stage and growing startups and as a mentor to other product managers. She’s currently Chief Product Officer at BBC Maestro, and has spent 13 years in the tech industry working with startups in the SaaS and mobile space. She’s worked on a diverse range of products – leading the product teams through discovery, prototyping, testing and delivery. Lily also founded ProductTank Bristol and runs ProductCamp in Bristol and Bath.

Randy Silver is a Leadership & Product Coach and Consultant. He gets teams unstuck, helping you to supercharge your results. Randy's held interim CPO and Leadership roles at scale-ups and SMEs, advised start-ups, and been Head of Product at HSBC and Sainsbury’s. He participated in Silicon Valley Product Group’s Coaching the Coaches forum, and speaks frequently at conferences and events. You can join one of communities he runs for CPOs (CPO Circles), Product Managers (Product In the {A}ether) and Product Coaches. He’s the author of What Do We Do Now? A Product Manager’s Guide to Strategy in the Time of COVID-19. A recovering music journalist and editor, Randy also launched Amazon’s music stores in the US & UK.