Sales and marketing: people have misunderstood the meaning and role of these two key business functions for generations. What is the difference between these two similar, yet fundamentally different roles? If we break it down to the basics, marketing is everything that you do to reach and persuade prospects and the sales process is everything that you do to close the sale and get a signed agreement or contract. Both are necessities to the success of a business. You cannot do without either process. If you work to strategically combine both efforts you will experience a successful amount of business growth. However, by the same token if the efforts are unbalanced or departments don’t communicate, it can detour business growth. Without marketing, you would not have prospects or leads to follow up with, but yet without a good sales technique and strategy, your closing rate may depress you. Marketing and sales should work simultaneously, but in most companies, they are often disparate entities.
Your marketing should consist of strategies that you can measure, that resonate with your target customer base and persuade them to work with you. It’s the message that prepares the prospect for the sale. It could consist of advertising, public relations, social media, relationship marketing, brand marketing, viral marketing, and in some cases, direct mail. The sales process consists of interpersonal interaction. It is often done by a one-on-one meeting, cold calls, and networking. It’s anything that engages you with the prospect or customer on a personal level rather than at a distance. Most the time the prospect or potential customer has been driven to you via your marketing efforts.
Marketing efforts typically begin the process it takes to move a prospect or potential client to the close of the sale. If marketing is done effectively, you can begin to move that prospect from the status of a cold lead to a warm lead. When the prospect hits the warm level, it’s much easier for the sales professional or sales department to close the sale. When the relationship between marketing and sales is considered like this, it’s apparent that it’s very cyclical.
Studies have shown that it takes multiple contacts using both sales and marketing to move the prospect from one level to the next. That is why it is important to develop a process that combines both sales and marketing. This will allow you to reach prospects at all three levels; cold, warm, and hot. It’s all about balance. Make sure that you’ve integrated the two: marketing and sales. They are not separate. If they are different departments, those departments must talk and communicate in order to be effective. The key to success in marketing and in sales is balance.
About WJ – William Joseph Communcations
A recognized leader in the marketing industry, William Joseph is a full-service agency that empowers businesses of all sizes to change the world and achieve bold performance targets. Our commitment to founding all of our solutions on strategy ensures clients connect with their ideal target audience and compels them to act. With years of direct experience empowering organizations in the energy sector, William Joseph knows that marketing in the oil and gas industry is not optional, but necessary.