Nearly all businesses use the term “Marketing and Sales”, but how many actually know the difference? It isn’t just that “marketing” is when you design the advert and “sales” is everything after that.
If your business isn’t successful at sales then you will be out of business soon. Strictly speaking you don’t really need to do any ‘marketing’ at all. What this means is: if your marketing isn’t working then your Sales Team will probably figure out how to achieve their targets another way. The best result is if the two groups fully cooperate to produce more leads and higher close rates.
The focus can be different between Marketing and Sales Departments. Sales staff focus on whatever brings the highest reward (commission), where marketing usually focuses on whatever they like, since there usually is no real measurement of the marketing function. This can lead to advertisements that win creative acclaim but do not generate results. Implementing a reward structure for Marketing that is based on sales volumes will help align the two groups.
Marketing tends to target a group (also known as “a market”) and sales people tend to target an individual (also known as “a sale”). You do need a very clear idea of your target market (refer to other articles on this site) and your marketing message has to appeal to the entire group. Your sales force follow that up and personalise that message for the individual they are currently talking to.
Marketers may never actually talk to a client, whereas your Sales people spend the greater part of their working day talking to clients. This can mean Marketers lose sight of what is important to your target market, so close collaboration between the groups and feedback from Sales is necessary if both departments (and your business) is to achieve the best possible result.
These are the differences that i believe are the most important – what do you think? Suggest another or tell us what your experiences have been.