Sales versus Marketing

Sales versus Marketing

The phrase “sales and marketing” is often used in business. However, many people have a difficult time distinguishing between the two. Or, they have a difficult time determining where sales begins and marketing ends or where marketing begins and sales ends. While there is significant overlap between the two activities, sales and marketing are separate functions. They must remain in strategic and tactical alignment by working together to move the business forward. Below are five definitions to help distinguish the two functions.

  • Marketing drives demand for products and services; sales fulfills the demand.
  • Marketing is everything you do to reach and persuade prospects; sales is the everything you do to close them.
  • Marketing is getting the customer to the product or service; sales is getting the product or service to the customer.
  • Marketing is the activity of opening; sales is the activity of closing.
  • Marketing is what you do to get prospects face-to-face; sales is what you do face-to-face or on the telephone.

Examples of marketing include: advertising, branding, collateral, events and leads. These are all activities that get the customer to the product or service. Examples of sales include: building relationships, closing deals, doing demonstrations, making presentations and negotiating contracts. These are all activities that get the product or service to the customer. In the end, the fundamental purpose of marketing is to generate sales. Nothing happens until something is sold. Accountants do not count. Manufactures to not make. ETC. Sales is the lifeblood of business.

All contents copyright © 2013, Josh Lowry. All rights reserved.

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