People have misunderstood the meaning and role of two key business functions of marketing & sales for generations.
Small to mid-size businesses often think Sales is “Marketing”. The department is called “Sales and Marketing” and salespeople “do marketing.” Some think the sales team’s cost and benefits can be measured while branding, market research and other marketing activities can’t. However, it is these key activities that give your sales team the support and material they need.
Throw in the fact that the internet changed how we as consumers buy and you have a whole lot of confusion. Sales and Marketing are not the same thing. One is not more significant than the other. Thinking one is good and the other is bad is bad for business.
Sales is relationship oriented and “one to one.” Listening to individual customers and prospects and creatively responding to meet their needs is essential. Sales requires a systematic process and attention to detail.
Marketing involves defining your customers and understanding their “Why?”—Why do they buy? What do they want from the transaction? What is their desired experience? Find out what they want, develop and deliver it to them when and where they want it, at a price they’re willing to pay and then tell them about it again and again. On average successful B2B companies spend at least 10% of their revenue on marketing to grow their brand and support their sales team.
Marketing is customer experience oriented and “one to many.” Understanding the subtle differences of multiple market segments and meeting their needs is essential. Marketing requires creative, data driven solutions to craft compelling stories that reach and influence multiple target audiences.
Your company’s success is tied to your success in both areas. Understand and respect the differences of each discipline. Sales is not Marketing. Marketing is not Sales. Both utilize creative solutions and a systematic approach when done well.
BIG Interactive has worked with companies in the oil & gas industry for years and know what it takes to develop a marketing plan and strategy that supports your sales team. If you would like to know more about how marketing can drive more sales and support your team please fill out the form below and you can download a Sales & Marketing PDF to learn more!