Many people think marketing and sales are the same thing. What do you think?
Marketing and sales coexist, but they are not the same. Marketing is the art of communication by which an entity reaches a target audience to generate awareness, create trust, and ultimately bring new customers. We could broaden the definition, but we like this short version because it is concrete. Sales is the art of converting leads into customers. Let’s illustrate this further.
Moreover, Marketing compliments sales by making the sales efforts easier. Marketing produces campaigns, marketing, and sales material, generates awareness and familiarity, engages the audience, and brings in leads. On the other hand, the sales team’s sole focus is to turn those leads brought by the marketing department into actual paying customers. Salespeople indeed do outbound sales, meaning they reach out to prospects, but this cannot be confused with marketing. When salespeople make outbound sales efforts, they are still performing a sales effort; they try to persuade prospects to become customers.
WHAT’S THE DEAL?
It’s quite simple; actually, every time there are poor sales results or the marketing strategy doesn’t meet the expectations, a blame game occurs. Whether if it’s really about a weak sales team performance or a campaign that failed to spark interest in potential customers, there is no doubt that they undervalue each other’s efforts.
The first step to find the way for both groups to get along is precisely differentiating one from another, respecting each one’s role and responsibilities. Business can’t happen without sales. Salespeople are in charge of managing all the activities that lead to converting potential clients to actual customers, producing sales. On the other hand, marketing is about creating and executing tailored marketing strategies that laser focus on the target audience to bring them into the sales pipeline. Here is where the sales team’s efforts begin.
AN UNNECESSARY RIVALRY
Perpetuating the belief that both Marketing and Sales are rivals or that competitors do more harm than good to your business is detrimental. If you have a marketing team, don’t pretend for the marketing team to make the sales, and if you have a sales team, don’t ask them to develop a marketing strategy and execute it; these are different skill sets. Let each team do their job so they can perform at their 100%.
Understanding that both teams share a common goal, which is to grow the company’s customer base, is a constant reminder that effectiveness among the marketing and sales departments will yield the best results. Also, letting marketing participate in the sales funnel (a process based on the customer’s decision sequence) or letting the sales team actively get involved in the strategies the marketing team is planning can build a strong pillar for sales management.
For instance, during prospecting and qualifying, the marketing team can help the sales team by generating common standards for leads, customizing guides so the sales department can easily offer solutions for customers without having to reinvent the wheel, whereas the sales team can contribute with market segmentation; what products to offer to the different segments, and how to better position said products.
The sales team is in charge of filling up the sales pipeline and follow their sales processes with the objective of reaching set goals, but most importantly, they help customers find a solution to their problems by using the entity’s products or services. It is critical for the salesmen to document the interactions with the prospects to guarantee a better conversion rate.
Useful tools and methodologies for the Sales Team:
- Invoicing software
- Inventory and order management software
- Meetings apps
- E.A.T. Selling
- Inbound Selling
- The Sandler System
On the other hand, the Marketing team mainly focuses on reaching out to consumers and positioning the product while choosing the most effective place or method to capture the audience’s attention. Also known as the 4Ps of marketing: product, promotion, pricing, and place. These four answer the essential questions of ‘what is being sold, what is the offer, how much is worth, where to offer to reach the target audience. After setting the goals and selecting the marketing channels, a budget is created to execute the marketing campaign.
Useful tools and strategies for the Marketing Team:
- SEO (Search Engine Optimization) tool
- Data reporting software
- CRO (Conversion Rate Optimization) tool
- Social media marketing
- Print marketing
- Video marketing
- Email marketing
CREATING A PARTNERSHIP BETWEEN BOTH
Ideally speaking, every senior manager should aim for a full workforce integration between Marketing and Sales. In simple terms, when Marketing and Sales are aligned, the two groups engage in joint planning and training.
Thoughtfully planned improvements will bring salespeople’s real understanding of your customers into the company’s core. These enhancements will also help you serve customers better now and will help you create better products for the future. Furthermore, they will help your business combine harder analytic skills with softer relationship-building skills. Finally, they will compel your company to firmly examine how it rewards people and whether those reward systems apply fairly across functions. All in all, these enhancements will increase your top-line and bottom-line growth.
|Objective||Make the entity, the products, and the services known to the target market||Get leads and prospects to buy the entity’s product or service|
|Process||Strategies are conceived to reach the target audience and make prospects land on a marketing funnel that will result in a lead.||Direct interaction with customers on a one-to-one basis provides solutions and guides the customer to a successful purchase|
|Strategies||Paid ads, social media, SEO, video marketing, email marketing||phone calls, networking, conferences, event participation|
|Ultimate Goal||Generate quality leads & get market penetration||Generate new sales|
If you need a consultation to improve your marketing to reach your audience, help your sales team with leads and grow your business, please reach out to us.
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