John Montana

 

Marketing and sales are amongst the most important components for a business’s survival. While both are dependent on each other many people confuse marketing with sales and vice-versa which is a big mistake. Marketing involves designing a product according to the needs of the market and customers, promoting the product through advertising etc., and setting up a competitive price for the product. Marketing is a platform which drives sales. While the sales process is necessary to successfully sell products and gain contracts. Sales and marketing combined forms a vital part of selling, furthermore, business success is attributed to the success of these two equally important activities.

Marketing forms the backbone of a company’s future and launch pad for sales. While the marketing process encompasses the design of the product, advertising etc., the sales process is the execution of all the efforts, namely direct interaction with clients either via face -to face meetings, cold calls or networking. However, there is always an ongoing rivalry between the aforementioned, with one claiming dominance over the other. Marketing people (say they) have an upper hand due to product design, strategy and the development of tools essential for sales. They (marketing) subscribe to the theory that sales are the outcome of marketing and therefore should follow its directions. Sales people think on the contrary believing their actual selling of the product constitutes money into the business.

Many experts believe that marketing should play a pivotal role among the two. A successful marketing campaign leads to sales resulting in the sales people becoming the dominant leaders. Moreover, the most important role of  a marketing department is to create opportunities for the sales department. Marketing drives sales and sales drives a company’s success. Marketing is like a life support for sales; one which constantly backs up the sales department enabling the successful delivery of the end product. There shouldn’t be a race to gain supremacy over another department but a race to win the market.

John Montana

John Montana

Many businesses combine sales and marketing together but in reality they have different targets. While the sales department is interested in fulfilling the customer’s requirements, the marketing department is actually busy studying what the market demands. The goal of the marketing department is to foresee how the market will shape up in the future; envisioning the product while catering to the needs of the market and being ready to make design changes to said product accordingly.

It is extremely important for companies to integrate their sales and marketing department in a well constructed manner. It is the correct integration of these two important entities that fuels the growth of a company – the sales people should not be merely treated as cash collectors. Each department has its own role selling the company product should be the primary factor.

About the author: John Montana has been a successful salesman since 1990. He currently lives with his wife and travels between Chicago and Los Angeles. He created his site – ABMSNOW to offer tips and ideas on how to become better at marketing concepts…regardless of the product.