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Marketing VS Sales
It’s all in how you look at it
But firstWhy do they belong to different planets
Marketing wants “Mr. Right” but Sales wants “Mr. Right Now!”
Marketing Sit in their AC offices while sales slug it out on the field
Marketing burns monies while Sales earns money!
Marketers focus too much on process rather than outcome
Majority of Marketing content created for Sales never gets used.
Oft heard cribs
Their perceptions don’t match
Sales• Product-out• Fulfill demand• Short-term• Profits through sales
volume
Marketing• Customer-in• Generate demand• Long term• Profits through customer
satisfaction
StartingPoint
Focus Means Ends
ExistingProductsFactory
Selling andPromoting
Profits ThroughSales Volume
CustomerNeedsMarket
IntegratedMarketing
Profits ThroughCustomer Satisfaction
The Selling Concept
The Marketing Concept
They have different starting point
They chase different goals
Sales• Targets• Revenues• What’s the offer?• Immediate cash• Close the lead
Marketing• Brand health• Brand equity• What’s the insight? • Long-term valuation• Generate leads
Resolving the conflict
Two sides of a coin with the same convergence point:
CUSTOMER
“Because if you are not taking care of your customer, your competition will”
Mind space vs. Physical space
Marketing is all about creating the right positive perception before the actual
interaction/moment of truth.
And sales is to ensure that the interaction leads to a conversion
It’s getting the mindset right
“A sales mindset is based on figuring out how to get in front of customers to persuade them to buy. A marketing mindset, on the other hand, focuses on building relationships so that customers will want to do business with you. One is about trying to find customers, while the other is about customers finding you”
John R. Graham
• Marketing needs to treat Sales as its internal customer
• Marketers should spend more time in the field, speaking to customers. In fact they should go a step ahead and make a sale or two
• Marketing needs to create a sense of urgency in their communication and build in a clear call to action.
• Marketing should not let research trump everything else. Sales feedback is real research.
• Sales should embrace the fact that we are all in the business of helping consumers meet their needs, not just pushing products
• Marketing and Sales need develop a process of joint business planning
• Marketing’s goals (and bonuses) are tied to the same goals as Sales – e.g. bookings and new customers acquired
So let’s try and make the relationship work better
THANK YOU