During my career, I have written a lot of sales and marketing documents including brochures, white papers, marketing plans, and capability statements. In many case, what I did was to develop an effective sales and marketing message for highly technical information about a product or service.
In my experience, the key to good sales and marketing writing is to understand the audience that your are trying to reach. If you are selling to managers and executive, you need to minimize the technical content and focus on messages that emphasize the advantages and value of the product or service. On the other hand, if you are selling to engineers, scientists, or developers, you need to focus on the technical content, organize it in a way that is easily understandable, give the technical audience what they need to see the technical value in your product or service.