As a programmer building computer-based products, I have been subjected to decades of relentless, cruel beating by oh-so-superior marketing types on the question of how to describe a product or service. Do you use technical terms and talk about how much and how fast? (That's mere speeds and feeds. Said with a sneer.) Or do you talk about "business benefits," meaning I suppose lower costs or superior customer service or something else suitably vague and unmeasureable? (Obviously the "right" answer.)
After decades of watching good material being subjected to "marketing polish," which means all the substance is removed, and seeing the ultimate outcome (typically unsatisfying), I finally know the answer. The right answer truly depends on what you're selling and to whom.
Option 1: You are a big, tired company selling essentially the same old stuff, maybe with the latest buzzword pasted onto it. You're trying to sell it to a bunch of people marking time, who mostly want to avoid getting fired.
If you're marketing for the seller, your job is to avoid technical detail and any specific measurements of performance like the plague. You'll just confuse and annoy the buyer, who only wants to be assured that everything is going to be just fine. "Business benefits" or anything else that makes you sound safe and conducive to good naps is the way to go. This case describes the vast majority of seller/buyer combinations, and so of course represents mainstream marketing.
Option 1a: You are a big, tired company selling essentially the same old stuff, maybe with the latest buzzword pasted onto it. You're trying to sell it to a bunch of people who have the kind of problem you solve, people who know stuff and who really care about getting things right.
If you're a normal marketer, you will not like these buyers. They are obnoxious and pushy and care about all sorts of nerdy things. It's pretty clear they're not going anywhere. Talking with them is a sure sign that we're selling "too low" in the organization. We've got to get to the people who care about "business issues," i.e., the people who are ignorant about what they're buying and whether it's any good.
Option 2: You're a hot new company with a brash, ground-breaking product that's going to change the industry. You're trying to sell it to the same firing-avoidance people as in option 1.
You are wasting your time. Talking about "business benefits" isn't going to help. These people just don't care. Your passion is the final nail in the coffin: you have "I'm risky" tatooed on your face. Just leave. Now.
Option 2a. You're a hot new company with a brash, ground-breaking product that's going to change the industry. You're trying to sell it to a bunch of people who have the kind of problem you solve, people who know stuff and who really care about getting things right.
These are people with a problem. They know because they've measured it. They know how fast, how much, how often they're getting now, and they have a real good idea of how fast etc. a product has got to be to make the problem go away. Can you deliver or not? If not (or if you insist on bringing the conversation back to "margin" or some other stupid supposedly "business" virtue), please just leave. If you say you can, give me the numbers, please. The benchmarks. The speeds and, yes, the feeds. Numerically, if you please! If the numbers are good, how soon can I have it?!
Conclusion
If you've got a hot product, don't waste your time talking with anyone who doesn't have a hot problem. When you do, lead with the facts. If they've got the problem and you've got the solution, the air starts smelling like "deal."
Postscript: Cars and Trucks
Now that I've figured it out, I'm realizing just how out of it these clueless marketing types really are. It's all about whether you're selling to buyers who actually do things, know stuff, and have to suffer the consequences of their own choices. Think about ... pickup trucks, for example. Like this one:

Who's more about mainsteam marketing than GM? How do they market this truck, which will largely be bought by people who actually need to drive a truck, and want it to pull and haul stuff, and will be in big trouble if it can't? Well, go and look at GM's own marketing for this vehicle. There you will learn all sorts of things like this:
More maximum hp and torque - 397 horses and 765 lb.-ft. of torque. (Our standard workhorse, the Vortec 6.0L V8 gas engine, generates 360 HP and 380 lb.-ft. of torque.)
Duramax 6.6L Turbo-Diesel
The reliable available Duramax Diesel has improved torque, horsepower and towing numbers, as well as highway fuel economy that was improved by more than 11% over the previous generation.
With a 36-gallon tank (approx.) the Duramax offers up to 680 highway miles on a single tank
To better manage larger capacities, the steering knuckle is taller and 66% heavier than before
The rear suspension includes 20% wider leaf springs with an asymmetric design that reduces wheel hop on acceleration and better handles increased payloads
Speeds and Feeds! And of course, nice pictures and some "business benefits" like how comfortable you'll be sitting in the driver's seat.