TOW#476 — Marketing and Sales
I had to write this tip because I promised this year’s groups at Brainster’s “Digital Marketing Academy” that I would condense my workshop into a text (and now that it’s here I’d like to say hi to all the participants who were in groups 7, 8, 9 and 10!).
When we talk about marketing and sales at our training sessions, I always ask the participants whether they think marketing and sales should be regarded separately or as part of a whole. Of course, the discussions always culminate with two opposing conclusions. Some support the idea that they should be separate, with their own elements, functions and goals, while others feel that they are indivisible and should be viewed as one entity.
In reality, the truth is that these two fields must always be viewed together. One works to help the other.
“MARKETING AND SALES ARE SIAMESE TWINS, SEPARATED AT BIRTH”
I don’t know who said this but I know I read it somewhere a long ago and that it’s the most accurate definition I’m aware of. The basis for it is that all areas (sectors) in the operation of a company should be viewed as part of a single system, which only functions properly if all areas are working correctly. Having said that, marketing and sales in particular must always be considered in combination. The stronger your marketing (from the aspect of strategic positioning, product categorisation, technology, distribution, pricing policy, etc.), the easier it’ll be for the sales team to achieve better results. And, if you have a strong sales and marketing team/sector, you’ll be a serious threat to any competitor.
However, this way of thinking is not only not the norm and doesn’t work in some companies, but in many cases (more so in large systems) the two sectors are actually engaged in a bitter feud. The dispute is usually because they can’t ‘agree’ on which sector is more important — Marketing, which facilitates sales’ work and brings in the customers, or Sales, which makes the money and thinks that others don’t deserve recognition for its results.
In any case, regardless of whether you’re working to improve these sectors or trying to join them into one, below are some things that’ll definitely help:
- Perception: firstly, it’s crucial to never separate them and to always regard them as a whole (one sector);
- One responsible person: I sometimes advise company managers who have developed these sectors as separate units not to have two managers, but one for both. This avoids rivalry and the notion that one of them is getting special treatment;
- Team work: mix the two teams when developing a new project, idea, concept;
- Trainings/seminars: joint participation at workshops that are of mutual interest;
- Define aims: all goals (in terms of development) of the company, should be defined and developed jointly by the members of both sectors. Marketing should always be working for the benefit of sales, and developing tools that will make sales easier for the sales team.
Connect and enhance these two sectors and you won’t need to worry about the future of your business.
Wishing you success with the changes to come,
Petar Lazarov
“Tip of the Week” Team member
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