SALES OR MARKETING

 

The terms ‘sales’ and ‘marketing’ are often thought of as interchangeable but there are significant and important differences between the two. Each department plays a vital role within the business but for best results they must be aligned. If we are to understand what the difference is between sales and marketing, we must first consider the functions of these two departments.

Both departments generate leads and bring in revenue but in simple terms, the differences are as follows: sales refers to any business activities pertaining to the sale of goods and services and marketing refers to the activities that garner attention for the products and services in the first place. Marketing places more attention on the general public and large demographics over a longer time-frame whereas sales will focus on smaller demographics and bringing in revenue over the short term.

This article will take a deeper look into the differences between sales and marketing as well as why and how they must be in alignment.

What is the difference between sales and marketing?

The main goal of the marketing department is to attract and inform leads and prospects to the brand, products and services. It encourages leads to become prospects through education and then the sales department can focus more directly on the prospects by providing the actual solutions they need. The sales department’s main goal is to convert the prospects into loyal customers.

Both departments have the same ultimate goal - revenue generation - but each has different focal points and strategies; they must therefore work synergistically to form a cogent process that consistently converts leads into customers. While marketing focuses on pricing, promotion and education, and sales focuses on quotas, targets and revenue goals. 

A practical example of the different departmental processes might be as follows: The marketing department will use strategies such as market research, analysis and campaigns to understand the target audience, as well as finding ways to showcase company products and services (lead generation). The sales department devises and implements methods of building and maintaining relationships with those who have registered interest (prospect nurturing); sales must provide solutions in the form of advice, products and services.

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