Although sales and marketing are often equated, they are completely different segments, however both are very important for the functioning of a company or organization
Simply put, marketing is the foundation for the sales process. This means that marketing attract potential customers or buyers, and sales is the final act, the process which involves closing the deal.
And that’s where we can end the article.
Or not so fast?
It is not uncommon for these two departments to compete with each other, instead of joining forces and working together, geared towards the same goal. Clear and two-way communication between the two departments is necessary for the healthy operation, growth and development of the company. Otherwise, the company may face major shortcomings.
If these two are still not aligned in your company, this article will explain to you why this should change.
The difference between sales and marketing
Marketing is a channel through which you can inform your target audience about the business, services and products you offer. It educates potential customers about whether and how your business meets their needs and desires.
Marketing helps in making your offer stand out from the competition offers.
Today, online marketing is the biggest driver of most companies.
There are several marketing channels and types that you can use to promote your own business, and in line with the characteristics of the target audience.
- Content marketing, such as blogs, e-books, technical books and podcasts, are very popular marketing channels today. Blogging is one of the most effective tools for attracting customers and providing real solutions or education in the areas that interest them most.
- Search engine optimization or SEO optimization. This process optimizes the content on the website, including blogs, so that your content appears as “higher” as possible in the search results. This tool is especially important and useful when trying to attract people who have performed a search related to the service you offer.
- Pay-per-click marketing. This includes placing ads where your customers search. An example of this is Google AdWords. Each time a user clicks on an ad, you are charged a certain amount of money.
- Marketing on social networks such as Facebook, Facebook Messenger, Twitter, Instagram, YouTube, Tumblr, Tick Tok and LinkedIn are becoming increasingly popular. Moreover, those who have not “boarded this advertising train” till today, are very late and it is time to „board“. Advertising on social networks, especially on Facebook, can be extremely helpful in targeting the optimal and wanted audience.
- Email marketing targets a specific, segmented audience.
- Print marketing, such as newspapers and magazines. Several different publications offer sponsorship and advertising opportunities that can be helpful if the publication’s readership is tailored to your target audience.
Marketing teams that are aware of the marketing role in the sales and business of a company in general, use a combination of the above and are segmenting their target audience to ensure that the right people receive the right messages, in the right way and at the right time.
What is sales?
Once marketing generates potential customers, the sales team is responsible for turning those potential customers into real customers.
While sales is often equated with a conversation that helps people make a buying decision, it is much more than that. It includes all the activities needed to sell your company’s products or services: contacting a potential customer, determining the needs of potential customers, pricing products and services, preparing proposals or offers, and much more.
Salespeople are focused on building relationships in a more personal way. Their strategy is to understand the needs and desires of the customer and address complaints and deficiencies. Because of direct contact and a more personal approach to clients, they are actually a kind of ambassadors of the company or brand they stand for, and at the same time they carry the epithet of a reliable partner who solves problems that are encountered in business.
From all the above, as a basic difference between sales and marketing, we could conclude the following:
The difference is that the sales department focuses on direct relationship / work with potential and existing customers, while marketing activities are focused on stimulating interest in your business. Marketing is, therefore, the first step or forerunner in attracting potential customers, while sales use and nurture the generated interest.
Now that we have identified the differences, we also understand the need for cooperation between the marketing and sales departments. They complement each other.
Without marketing, customers, potential ones as well as existing ones, may never get a chance to introduce themselves to a company, but also to hear about a company that potentially solves their problems. On the other hand, without sales, a company may never be able to provide the revenue it needs to survive on the market.
That’s why you should ask for help with your sales and marketing strategy today! Operando will ensure that the right information reaches potential customers at the right time, but also the conversion of their interest into shared profit.