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There is always a tension between marketing and Sales One that arises from a different attitude and different training, and to be honest a different type of character in many cases. However, the truth is these disciplines are different ends of a continuum. They are both concerned with the influence of potential customers in a postive manner. The balance of marketing & sales varies with the service or product being sold.
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SALES VS MARKETING
Com
plex
ity
Volume
Aircraft
Toothpaste
Website MS Office
Oracle/ SAP
Comb
Different products and services can be categorised by how hard they are to buy/sell, and the volumes that are bought.
Cars
Sales
• Sales involves communication with a customer– Inside sales limited to non face-to-face
engagement– Field sales includes significant face-to-face
interaction– Sales involves commercials and tailoring of a deal
Marketing
Marketing is • Strategic– What are we selling to whom and for how much.
The basis of a business• Tactical– How do we engage with a market• Brand• Lead generation• Sales support
Com
plex
ity
Volume
The extremes will be dominated by Sales or Marketing approaches.
Sales Led
Marketing Led
Clients complex needs demands intimacy with
client
Low cost of goods means we cannot afford field sales team, and customer will decide based on his own
research/ bias / experience
Sales Led• Marketing needed initially to
– Define business case for the sales team (Porters 5 forces)– Assist in defining sales terrorities ( chimney pot count)– Assist in building messaging– Lead generation
• Sales led because– Customers need to be found and qualified– Customer intimacy needed to inform and tailor product/ service
offering and commercials• Must be built and earnt
– Construct and deliver messaging– Need to train and influence customer– Need to build rapport and trust
Marketing Led
• Marketing needed to– Build brand– Build customer awareness– Collateral and information
• Sales– Limited to inside based customer engagement– Channel and Account Management• Ie Tescos relationship important in selling toothpaste
The overlap
• Sales team perform marketing activities• Marketing sell• The balance is influenced by complexity of the
buyers purchase and the volume of services to be bought
Com
plex
ity
Volume
Most businesses will fall in-between.
Sales Led
Marketing Led
Sales and marketing teams need to work together in
this space.
Sales Team Marketing Team
Defined Need for support
Events/ Brochures / branding/ YouTube / Website/ references/
messaging/ give-aways/ etc
Definition of Product and services
Operations Team
Defined market
Sales and Marketing interaction
Request for Information on Customer needs
Engagement strategy, tailored messaging
For help tuning your Sales systemContact Simon [email protected]
