If you're in software sales, you're a marketer


- Tell me what you do? 
- "I sell our world-class, industry-shattering software to enterprise companies."

- Explain to me what that looks like? 
- "Well, I first do my due diligence and research the account to make sure there is a potential fit. I then email and call the stakeholder whom I believe is the right person to talk to. We then agree on a time to chat about the pains and needs of the individual's company. After a number of calls, follow-ups, demos, and proposals, they agree to sign and implement our software. 

- Describe to me how you do that? 
- "I play the long game. I don't go right up to the CEO and tell her why her company should buy our software. I carefully build trust and connect with key stakeholders in the middle of the organization. I do my best to tell a story, to empathize with and cater to the needs of the individuals who have a large stake in the company. I seek to understand before I pitch. Then I tenaciously show how I can solve not only their problems but also some problems their customers are facing. In a word, I care." 

You're a marketer now. And, in today's B2B landscape, you're going to have to think like one to be successful. Get scrappy, but be intentional about it. You're not persuading, you're not manipulating, you're getting their permission. And here's the thing, if you want people to give you permission, you're going to have to gain their trust. You'll have to earn their attention.

If you can tell a compelling enough story for someone to notice you, they just might keep you around to hear the rest—now that's marketing.