The Marriage Between the Sales and Marketing Divisions

The Symbiotic Relationship Between Sales and Marketing

Sales and marketing need each other; they are married. Though, in this case, a divorce wouldn't mean a 50/50 split, it would probably mean a business. However, I have always found it ironic that marketing and sales are two totally separate divisions; this is most prominent in some mid-size and larger companies. One would have to ask themselves, why? This is an important question which often needs answering.

There are many tell-tale signs when marketing and sales does not have the sweeping romance which they should. The first sign that things are not great is when marketing is spending a lot of time focusing on print marketing. Unless you are a drug company trying to convince somebody to take your drug, print marketing is useless. Even worse, the marketing professional or professionals who are actively hiring the print marketing professionals are, dare I say, useless and expensive. In a company, having someone useless and expensive is a one-two knockout punch (and not to the other team). Getting back to drug companies, hiring someone who is very good at print marketing may not be useless, but the ethics of it hovers in the air.

One example I like to provide regarding the necessary relationship these two divisions should have is that sales people are the frontline soldiers while the marketing team is comparable to the tanks, ammunition and supplies. Without the supplies, the troops cannot fight and without the troops, the supplies don't do much good. So, why do they not have weekly meetings or why are the two divisions not sitting next to each other? I would presume it's bad theories on marketing and management's behalf.

What most marketing divisions do not understand is that their sole job is to feed the sales professionals leads. These days, incoming leads are almost the only type of leads which have a closing rate of over 50%. There are some exceptions such as when your company hires a real superstar who comes equipped with a lot of business connections and can truly close a high rate of business. Marketing divisions need to keep track of the number of incoming leads to the sales force. However, the sales team also needs to be cognizant of these numbers as well.

If these lead generation numbers were to drop, and the economy was continuing to get better, both parties have a problem and need to determine where the loose ends are. Also, the head of sales should step in and approve all marketing material (both online and print) which goes out to the public. You could run into a problem if the marketing material is saying y and the sales team is pitching x. Additionally, if pitching x is working for the sales team, the marketing division should not fight the sales division and ought to adjust according. Simply stated, if the two divisions do not have a symbiotic relationship with one another, your company is opening its guard up to getting beaten by the competition. We all know that staying on top is a lot better than playing catch-up.

The best advice I could give is to merge the two divisions and have a "sales and marketing" division.

Exploring The Best Sales And Marketing Jobs

Among the most popular positions for graduates in the UK today are those in sales and marketing departments. The reasons for this are plentiful, though the most obvious reason is that new graduates have the energy, enthusiasm, and dedication needed to succeed in these high pressure fields right after their university days are over. As well, sales and marketing jobs allow graduates to speak with a diverse group of people on a daily basis. Graduates are also interested in these jobs because they allow for creativity and "outside the box" thinking. In all, the sales and marketing positions available in the UK are ideal for the average graduate.

Perhaps the most alluring area of sales and marketing in the UK, and the world for that matter, is sports franchises. Football clubs, hockey, basketball, and other sports leagues in the UK and Europe bring in huge money from advertisers and need plenty of people in the seats to pay for the high costs of operating a franchise. As such, sales and marketing jobs are plentiful in sports management. Sales and marketing departments with franchises and sports leagues help sell season ticket packages, apparel, and advertising to the general public.

There are plenty of sales and marketing jobs in the telecommunications field in the UK. Telecommunications companies in the UK and Europe are competing with Asian and American companies for international clients and the increasingly global consumer. As such, UK telecommunications companies need sales people to package their products and sell them to a new client base.

Marketing professionals can find work with telecommunications companies in a variety of capacities. Many telecommunications firms have street marketing teams, which require clever ideas to get the attention of the general public. As well, marketing professionals can work on Internet marketing plans and improving the company website to bring in more business. Finally, marketing graduates can work with telecommunication companies on print, radio, and television advertisements that are clever and informative.

A final area in which sales and marketing professionals can find work is in the automotive field. Automotive companies, after all, are in competition with dozens of other companies around the world that have set up camp in the UK. Sales professionals can work in show rooms and dealerships or provide training and insight to these professionals. Marketing graduates can find work in advertising departments, helping get the word out about a new product line or an improved model already on the market.

Sales and Marketing Consultants: Why Is Professional Assistance a Good Decision?

Sales and marketing consultants cover a broad range of tasks involving the development of internet promoting strategies. Web-based advertising sometimes requires different strategies. One strategy might be focusing site generation on increasing sales at the physical retail location. Another strategy might be to implement changes that would advance the existing online presence. Sales and marketing consultants have a specific focus on how current activities can be altered to heighten Internet presence. The professional will assess where the website is lacking, suggest beneficial tactics, and changes for improvement.

An assessment begins with the hired expert learns what services or products the business offers to its consumers. The online presence is then evaluated to determine where the company stands in regards to reaching its consumers via the web. Sales consulting services become successful when the service has a basic understanding of the desired results of the customer. The information provided by the customer allows the professional to generate intelligent strategies geared toward achieving the stated Internet driven goal.

Sales Consulting Services: How do They Improve Internet Branding?

Sales consulting services focus on the needs of the client, which means a plan, with defined objectives, is developed based on what a business is capable of managing. For example, a business with multiple retail locations across the country will need a way to promote those stores. Online tools can be included as part of a plan for creating awareness of these locations and the offered products. Another common goal is to create virtual processes that provide central ordering, pick-up, or direct shipment options to consumers. Professionals perform these three basic steps when providing consulting assistance:

  • Developing An Understanding of Client Needs
  • Evaluating Reasons for a Required Process
  • Completing Strategy Development Based on the Goals

A sales and marketing consultant should have a thorough advertising background, experience in information technology, and knowledge of website design to be effective. Firms supplying this assistance typically specialize in certain areas of marketing including:

  • Web-Site Design
  • Search Engine Optimization
  • Video Services
  • Social Media
  • Site Content Quality
  • Infrastructure Enhancements

Sales consulting services involve getting companies to the points where they can continue making improvements on their own. Search engine optimization and content quality require continued updates to maintain online presence. The company has the option of hiring a professional to redesign the website to promote optimization or maintain prospect interest. An expert is able to point out existing flaws that are preventing a company from reaching a desired goal. These identified flaws are used to create a dependable strategy.

Internet presence has become a significant desire among organizations wanting to reach a larger customer base. Everyone goes online today to find products, services, or general information and a business loses out when they are not easy to find or follow. Sales and marketing consultants make a business noticeable among the plethora of options consumers have when searching online. A well-designed site, viable content, and social media techniques allow a company to become known amidst a widespread audience. These services are capable of heightening sales and putting an organization in a position for consistent future success. An experienced firm is a good decision for any organization wanting to reap the benefits of web-based advertising.

How to Find the Right Sales and Marketing Consultant

The process of advertising to the general market through traditional means is one many companies have mastered. It is the transition to online methods that often baffles an organization because of the countless details involved with internet advertising. Choosing to hire sales and marketing consultants is a good idea when a company is lacking experience in how the processes involving search engines, social media, and website creation work. An organization must select an experienced provider to make this marketing endeavor work in their benefit. A solid strategy must be created before an organization can dive into the world of internet advertising. Sales consulting services are a resource for developing a dependable plan and selecting the appropriate implementation tools. A business can perform the process without professional assistance; however, the proven tactics used by experts reduce time and costs. Their knowledge can be used to derive a successful plan for entering online advertising and maintaining presence once the desired level has been reached.

Sales Consulting Services: What Experience is Essential?

A few aspects must be carefully checked before selecting a provider for sales consulting services. Experienced professionals can use what is referred to as white hat or black hat techniques. White hat techniques are methods that are considered to be the correct approach toward gaining online presence through website promotion. Effective and appropriate actions include:

  • Blogs
  • Articles
  • Link Building
  • Video Postings
  • Social Media Bookmarking
  • Website Optimization

A company should have the possible professional for hire explain what methods are to be used and how they will be applied to promote the business. Qualified experts will suggest a planned out combination of these tactics based on the product or service being offered. It helps to learn about black hat techniques to ensure the chosen provider is not using them in an effort to promote the site.

An organization seeking this type of assistance should also evaluate how familiar a sales and marketing consultant is with today's social media. These are popular sites for reaching out to current customers or new marketing bases:

  • Facebook
  • YouTube
  • LinkedIn
  • Twitter
  • Tumbler

The selected company should be familiar with the social aspects of online marketing. While the area is fairly new for advertising products or services, it offers countless advantages to the company who manages it correctly. The presented plan should include this form of outreach in addition to all other common methods of increasing website noticeability. Take the time necessary for defining what is expected from utilizing sales consulting services. A professional cannot fully meet expectations unless an organization knows what it is seeking. Having a grasp on this information upfront is helpful in determining if a possible provider can deliver desired results regarding a set marketing plan.

How performance will be measured is equally important when hiring sales and marketing consultants for web promotional goals. Providers are required to follow set reporting procedures. An organization should verify reporting frequency, formatting, and secondary plans designed to meet unachieved targets. These precautions will make certain the most qualified company is selected to carry out an Internet driven campaign.

Becoming A Sales And Marketing Specialist

Graduates who have a strong desire to become a sales or marketing specialist often fail to realize the hard work that goes into their field. No matter what industry they work in, sales and marketing professionals have to put in long hours and concerted effort to land major accounts and come up with winning ideas to help out their employer. In addition to this hard work, sales and marketing professionals need to maintain an upbeat attitude in order to win over potential clients. Finally, sales and marketing professionals throughout the UK need to stay updated on the latest issues in their field. In all, becoming a sales and marketing specialist can be a tough task for even the most committed professional.

However, sales and marketing graduates need to make an effort at knowing everything there is to know about their profession. The knowledge that they gain through these efforts can be invaluable in gaining the upper hand over the competition. As well, graduates and young professionals who show an interest in the general industry often receive attention and advancement opportunities from their managers. There are a number of ways in which a sales and marketing professional can turn themselves into a specialist.

The easiest way to gain expertise in a particular field is to observe the competition. Field sales professionals can keep track of sales numbers for competing companies, observe how competing companies present themselves at trade shows, and review websites in order to gain a better understanding of the competition. In marketing, there is perhaps a great emphasis on this type of knowledge. Marketing firms and advertisers need to know that their idea is fresh. Marketing professionals who look at the strengths and weaknesses of competing firms can develop original and creative ideas for their clients.

There are plenty of other ways to become a specialist in one's field. Marketing and sales professionals can undertake professional development courses offered by their employer, recruiting agencies, or local universities. Young professionals can also speak to their supervisors in order to understand how they were able to climb to the management positions they are currently in. Sales and marketing graduates can also consult with friends and family in a variety of industries in order to understand the general economy, an important aspect of success in the globalized marketplace. There is no silver bullet for the graduate looking to be a specialist in sales or marketing but there are plenty of resources available to the average graduate.

Difference Between Sales and Marketing

Sales & Marketing - The difference.

Many in the top management use 'Marketing' and 'Sales' as synonyms, even though there is substantial difference between both.

A successful management team must understand the differences between 'Sales' & 'Marketing'.

'Sales' and 'Marketing' bring different orientations to business; hence we are expected to follow different kind of strategies for business success.

'Sales' has a product focus and is mostly production driven. It is only a smaller part of Marketing and has its short-term goals of attaining certain levels of revenue, profit or market share.

'Sales' emphasize on 'price variation' to close a sale where the objective is to sell the product to the customer. 'Sales' has a short-term focus and that does not augur well for prudential planning and brand building.

'Sales' does not attempt to develop strategies for generating long-term competitive advantage. The 'Sales' activity ends with maximizing profits through 'Sales' maximization.

When the entire focus is on 'Sales' the management expects to start immediately on selling the product as the production schedule is complete and the task of the 'Sales' department is to sell whatever the production department has manufactured. Hence the aggression in 'Sales' follows to meet this goal. Needs of the customer and satisfaction levels of the customer are taken for granted. 'Sales' does convert the product into cash for the company in the short run.

Marketing is dynamic in nature and has a wider approach than Sales. Marketing focuses on the customer rather than the product. Sales revolve around the needs and interest of the manufacturer; Marketing revolves around the needs and wants of the customer. Marketing is the process of understanding and satisfying the needs of the customer. Production and Sales is to satisfy a customer at a profit. Marketing consists of all those activities that are associated with planning, product promotion, place of promotion, price of product and distributing the product or service.

Marketing starts with the identification of the customer needs, and if need doesn't exist Marketing creates that need. Marketing creates a customer. Marketing process does not end after Sales of product or service to the customer. Marketing continues to stay with the customer. Marketing is for a very long-term. Marketing involves building relationship with the customer and creating value for the customer. Marketing is a continuous process.

It is perceived that Marketing is a long chain of activities which contains production, packing, promotion, pricing, distribution and then Sales. Customer needs is the driving force behind all these activities. Profits are never ignored but in the process, the Marketer is able to generate a larger customer base, a loyal customer following, and generate profits for the organization. In Marketing the market share takes the 2nd position, the Mind share takes the 1st position.

A truly marketing minded organization tries to create value satisfying goods and services, which the customers will want to buy. What an organization offers for Sales is determined by the customer and not by the Seller. The seller learns from the customer, and the product offered for Sales becomes the consequence of the Marketing efforts.

Sales are concerned with the tricks and techniques of selling products in exchange of cash for the company's products and Sales does not concentrate on the value satisfaction that the exchange is all about.

Marketing on the other hand views the entire business as a creative tool to discover, crease, arouse ad satisfy customer needs.

Difference between Sales and Marketing

Sales -

  • Emphasizes on the Product
  • Management approach is sales volume oriented
  • Planning is short-term oriented, in terms of today's products and markets.
  • Stresses the needs of the seller
  • Views business as a goods producing process
  • Emphasis is on staying with existing technology and reduction in costs
  • Different departments work in highly separate water tight compartments
  • Cost determines price
  • Sales views customer as the last link in business

Marketing -

  • Organization first determines customers' needs and wants and then decides on how to deliver a product to satisfy these wants and needs.
  • Management approach is profit oriented
  • Planning is long-term oriented, in terms of new products, tomorrow's markets and future growth.
  • Stresses the needs and wants of customer
  • Views business as a customer satisfying process
  • Emphasis on innovation in very sector, and proving better value to the customer by adopting newer superior technology
  • All departments of the business operate in an integrated cohesive manner, with the sole objective of generating customer satisfaction.
  • Customer determines the price; price determines cost.
  • Marketing views customer as the sole reason for being in business.

"Marketing is all about insight. Marketing is much more an "art" than a science. Marketing is more about innovation and creativity and about understanding of psychology".

Hiring for Outbound Lead Generation - 4 Tips for Sales and Marketing Management

When hiring for lead generation, candidates who are a good fit for outbound prospecting share 4 key qualities. Over time, experience confirms that these traits are still important today. Sales and marketing management may find itself with an ample candidate pool. Here are four qualities to keep in mind as you hire employees to build leads through outreach.

1. Outbound Prospecting Ability and Willingness

Many sales and marketing managers believe that inbound lead generation representatives can easily take on the duties of outbound prospecting. More often than not, this doesn't work out because the skill set required for outbound prospecting is different than the skill set required for inbound response. Be sure your candidate is capable, experienced, willing, eager and hungry to prospect proactively and take on outreach activities.

2. Client and Relationship Orientation

Another important sales and marketing management trait to evaluate is representative's ability to engage with a potential prospect. Warm or otherwise, they must guide a conversation with people they have never spoken with previously. This is not an easy task. It requires skill, knowledge and finesse, at the very least. It is truly an art to make a connection with a potential prospect early on, and to establish a relationship. An individual who values and demonstrates strong client relationship skills is key to success in generating leads through outbound prospecting. This is especially true if the outreach campaign includes engaging with senior level executives.

3. Strategic and Focused Mindset

A hunter mindset, combined with a consultative approach is crucial for outbound prospecting success. Especially when focusing on targeted, more complex accounts, it's essential for the representative to understand the account and key players in a strategic, managed, organized fashion during the engagement process.

4. Industry Knowledge: Quick Study and Sponge-Like Absorption

To connect and engage at high levels, a lead generation outbound prospecting representative needs a sponge like ability to quickly grasp and retain industry knowledge, key target market and pertinent target audience information.

Core Small Business Skills - Sales and Marketing Management

As a business owner and entrepreneur it is important to develop a set of key management skills upon which you can build your business. Even more so when you consider research into Australian small business failures, has identified that in 90% of cases, a lack of management skills has been a key reason for small business failure. Being able to effectively market and sell your products is one of the core skills required to operate your business effectively. We will take a look at the specific sales and marketing skills you need to master for profitable success.

Market Research

Strong sales and marketing skills are vital in the promotion of your small business and its products and services. You need to be able to undertake market research which will help you to identify where your markets are, the total market size and the size of each of its key segments. You should also be able to profile your customers, identify their needs, wants, behaviours and ambitions and parlay the information into powerful and effective marketing campaigns and sales techniques which will help to drive sales revenue.

You also need to develop the skills required to undertake primary research. Primary research is research that you undertake yourself. i.e. feedback, surveys, questionnaires, etc. You need to be able to keep your finger on the pulse of your customers ever-changing demands and the business environment in which you operate and to identify the threats and opportunities that may impact on your small business. Inability to adjust to changes in the market place was identified by market research as one of the key skills lacking in small business operators.

Customer Segmentation

Customer segmentation is the practice of analysing your customers in your customer database and grouping them according to their gender, age, education, geography, income, life stage, behaviours and aspirations. Developing your customer segmentation analytical skills provides the foundation for better understanding your customers so that you can target each segment with specific campaigns designed specifically to speak to them, thereby increasing the response rate of your marketing campaigns. It can also help you identify where potential customers with similar profiles might be found.

Marketing Planning

Successful entrepreneurs and small business owners need strong marketing planning skills. You need to be able to take your marketing strategy and communicate it to all relevant stakeholders. Usually the vehicle that is used to formally communicate your marketing strategy is your marketing plan.

Marketing planning skills will help you create a clear, concise document which defines your strategic business intent and the marketing approach you have chosen as the most effective method of achieving your overall business goals.

Creating Value Propositions

Customers buy when the perceived value is greater than the price. Marketing involves the development and creation of innovative value propositions that puts your product or service offering ahead of those of your competitors. You need to learn to harness the primary research from your customers, competitors customers and potential customers to continually strive to improve your offering.

Effective Campaign Development

Developing effective marketing campaigns relies on having completed the market research, the customer profiling and segmentation, developing a marketing plan that aligns to the organisations' strategic intent and developing innovative value propositions. Campaign development takes all that information and designs appropriate messages and determines communication delivery channels in order to directly appeal to your target segment.

Sales Techniques & Processes

It definitely pays to develop effective sales processes, including the preparation and planning of your sales approach. You need to master your sales pitch, learn how to handle objections and refine your closing techniques. As the small business owner you also need to be able to teach each of your employees how to sell effectively.

Customer Fulfilment

Delivering to your customer should be a well planned, well prepared and well executed process. After all, you are aiming to deliver the ultimate customer experience. Having the ability to define the process, so that it can be repeated time after time, with each and every customer, takes skill. Exceptional execution or customer execution. Exceptional execution will earn you happy customers. Happy customers tell their family and friends and also remain loyal. Customer execution results in no repeat sales and no referrals.

Developing sales and marketing management skills will help you achieve sales and marketing success and help you to drive increasing sales revenues in your small business. Keeping abreast of changes in the marketplace and in consumer demands and having the ability to respond to those changes will ensure your business grows, thrives and survives.