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Marketing VS Sales
It’s all in how you look at it
But first
Why do they belong to different planets
Oft heard cribs
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 gets the revenue

Marketers focus too much on process rather than outcome

Majority of Marketing content created for Sales never gets
used.
Their perceptions don’t match

Sales                     Marketing
• Product-out             • Customer-in
• Fulfill demand          • Generate demand
• Short-term              • Long term
• Profits through sales   • Profits through customer
volume                    satisfaction
They have different starting point



           Customer        Integrated     Profits Through
Market                     Marketing      Customer Satisfaction
           Needs

                       The Marketing Concept

Starting
             Focus            Means            Ends
 Point
            Existing        Selling and    Profits Through
 Factory                    Promoting      Sales Volume
            Products


                         The Selling Concept
They chase different goals

Sales                 Marketing
• Targets             • Brand health
• Revenues            • Brand equity
• What’s the offer?   • What’s the insight?
• Immediate cash      • Long-term valuation
• Close the lead      • Generate leads
Resolving the conflict
Two sides of a coin
with the same end
       goal


    CUSTOMER
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
So let’s try and make the
              relationship work better
• 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

• 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
Mktg vs Selling
THANK YOU

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Mktg vs Selling

  • 2. It’s all in how you look at it
  • 3. But first Why do they belong to different planets
  • 4. Oft heard cribs 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 gets the revenue Marketers focus too much on process rather than outcome Majority of Marketing content created for Sales never gets used.
  • 5. Their perceptions don’t match Sales Marketing • Product-out • Customer-in • Fulfill demand • Generate demand • Short-term • Long term • Profits through sales • Profits through customer volume satisfaction
  • 6. They have different starting point Customer Integrated Profits Through Market Marketing Customer Satisfaction Needs The Marketing Concept Starting Focus Means Ends Point Existing Selling and Profits Through Factory Promoting Sales Volume Products The Selling Concept
  • 7. They chase different goals Sales Marketing • Targets • Brand health • Revenues • Brand equity • What’s the offer? • What’s the insight? • Immediate cash • Long-term valuation • Close the lead • Generate leads
  • 9. Two sides of a coin with the same end goal CUSTOMER
  • 10. 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
  • 11. 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
  • 12. So let’s try and make the relationship work better • 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 • 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