Engineer-speak is OK for selling to your technical specialist audience, but there are those other people who influence the sale. I'll analyze the product features beloved of your engineers to find the customer benefits the COO and bean-counters want to see. Lots of ways to do that: white papers, case histories, spec sheets, ads... and if you're selling your capabilities rather than a specific product, there are a lot of ways to do that, too: brochures, PR, newsletters, company profiles in the right publications, maybe unsolicited proposals. Internal documents that talk to your employees are important, too.