1. Marketing VS Sales

2. It’s all in how you look at it

3. But first
Why do they belong to different planets

4. 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 earns money!
Marketers focus too much on process rather than outcome
Majority of Marketing content created for Sales never gets
used.
Oft heard cribs

5. Their perceptions don’t match
Sales
• Product-out
• Fulfill demand
• Short-term
• Profits through sales
volume
Marketing
• Customer-in
• Generate demand
• Long term
• Profits through customer
satisfaction

6. Starting
Point
Focus Means Ends
Existing
Products
Factory
Selling and
Promoting
Profits Through
Sales Volume
Customer
Needs
Market
Integrated
Marketing
Profits Through
Customer Satisfaction
The Selling Concept
The Marketing Concept
They have different starting point

7. They chase different goals
Sales
• Targets
• Revenues
• What’s the offer?
• Immediate cash
• Close the lead
Marketing
• Brand health
• Brand equity
• What’s the insight?
• Long-term valuation
• Generate leads

8. Resolving the conflict

9. Two sides of a coin with the
same convergence point:
CUSTOMER
“Because if you are not taking care of your customer,
your competition will”

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. • 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
• Marketing needs to create a sense of urgency in their communication and build in a clear call to
action.
• Marketing should not let research trump everything else. Sales feedback is real research.
• 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
So let’s try and make the
relationship work better

14. THANK YOU