This blog post talks about the topic in much broader terms - the need for sales skills as applicable to more immediate processes, spanning products, teams and users. Another scenario where you need to sell is when in the midst of building a product, you have identified a number of flawed assumptions or have new data, that shows that there is a better way to address a problem. When you identify a novel approach to a problem that is going to yield significant benefits to more than one product line, you’ll need to work with many different partner teams to see how you can have them integrate your proposal in their workflows and follow a shared process.