Lets make a place where product holder meets a salesperson.
Money make the world go round, but sales makes the money come into the business. Marketers and sales people is the spear head in doing that.
Social media makes it possible to establish a coordinated and global salesforces, and when software product can be sold all over the world, with a none existing marginal cost. Then the marketers can see that they can sell a product, and the salesperson get paid a commission of the sale, there is no reason why they should'nt get involve.
The Global Salesforces collaborate with other companies to help them sell their poject this way.