sales professionals about what really is the difference between
marketing and sales functions. Most of the time, both
Business terms are used to describe any business.
activity that is involved in increasing income. for little ones
business, with limited resources, is often not practical
difference in marketing and sales functions, all income
The generating activities are typically implemented by the same
staff. Website design By BotEap.comAs a company grows in revenue and number of personnel,
typically follows a logical progression from the business function of
“specialization”, a process where the lines between more
generic and departmental descriptions and functions became much more
more definitive and associated functional responsibilities
become much more focused. The marketing and sales functions are not
exception. Website design By BotEap.comThe marketing and sales functions are diverse but very
interdependent. Generally, “sales” cannot exceed revenue
goals without effective marketing planning and support,
and “marketing” directives ultimately become useless without
sales to implement the plan. Website design By BotEap.comLike many complex business problems, it is sometimes easier
define something by what it is NOT like it is define it by what
is. Let’s take a closer look at marketing to better define
what is not sale. Website design By BotEap.comSimply defining “marketing” as the “Four P’s”, product, price,
place and promotion, based on your Marketing 101 class in
college is not practical in today’s global markets. in a
In a general sense, marketing is more theoretical than sales, focused
in causality of purchase and has a more prescriptive purpose than
descriptive. Marketing involves micro and macro market analysis.
focused on strategic intentions where sales are driven more by
tactical challenges and customer relations. let’s get closer
take a look at how marketing is actually different from sales: Website design By BotEap.comMarketing responsibilities are distinct from sales in that
marketing: Website design By BotEap.com* Establishes and justifies the best competitive strategy of the company.
position within a market Website design By BotEap.com* Initially creates, helps sustain and rigorously interprets
customer relations Website design By BotEap.com* Locate and profile potential markets and key players
within Website design By BotEap.com* Generate quality leads Website design By BotEap.com* Develop effective sales tools. Website design By BotEap.com* Formally analyze and track competitor business strategies
and tactics Website design By BotEap.com* Define, prioritize and justify new product or service
improvements and developments Website design By BotEap.com* Promotes an explicit image of a company’s product or service Website design By BotEap.com* Facilitates the transfer of customer information to the rest of
the company Website design By BotEap.com* Simplifies the acquisition of the customer’s product or service
process Website design By BotEap.comA full-time marketing manager would be responsible for the
following tasks: Website design By BotEap.comNew product launches: Website design By BotEap.comDevelopment of strategies, program incentives, times and means
coverage Website design By BotEap.comAgency rating: Website design By BotEap.comSelection and evaluation of external marketing contractors Website design By BotEap.comCustomer database management: Website design By BotEap.comSelection of software, training, maintenance of contact with the client.
Information Website design By BotEap.comMarket research: Website design By BotEap.comMarket definition, prioritization, project management, data
meeting Website design By BotEap.comPrice analysis: Website design By BotEap.comPricing as a Marketing Tool…Initiating and Analyzing Competitors
pricing practices Website design By BotEap.comProduct audits: Website design By BotEap.comEstablishment of a formal means to assess competitiveness
Offerings Website design By BotEap.comPublic relations: Website design By BotEap.comEstablishment, direction and coordination of all areas of the
Relations Website design By BotEap.comFairs: Website design By BotEap.comDefinition, participation, prioritization and audit of
effectiveness of all fairs Website design By BotEap.comProduct promotions: Website design By BotEap.comFormulation of strategies, composition of programs, definition of premiums,
all media coverage Website design By BotEap.comMarketing Communications: Website design By BotEap.comAll printed/electronic communication: brochures, catalogues,
price lists, case histories Website design By BotEap.comMedia selection: Website design By BotEap.comAssist in the selection and prioritization of all media options:
print, broadcast, multimedia Website design By BotEap.comInternal communications: Website design By BotEap.comEstablish and maintain all corporate communication between companies.
it means Website design By BotEap.comInternational market: Website design By BotEap.comEstablish the presence of the company in the target international markets,
efficiency audit Website design By BotEap.comStrategic planning: Website design By BotEap.comOffer strategic information and alternative perspectives to
corporate management strategies Website design By BotEap.comParticipation in the board meeting: Website design By BotEap.comCommunicate and reinforce the company’s marketing priorities,
strategies and tactics Website design By BotEap.comCorporate Vision Statement: Website design By BotEap.comProliferate and reinforce the corporate vision throughout the
organization Website design By BotEap.comIdentity and Corporate Image: Website design By BotEap.comCreate, maintain, improve and “manage” all corporate images and
symbols Website design By BotEap.comFor a “pure” marketer, the marketing function in a company is not
not just a business function, but a business philosophy. Year
The effective salesperson truly believes that he “masters” his target.
the market “owns” its market. The more a seller can do to
maintain market leadership the more effective they are
perceived within the organization and within the industry. Website design By BotEap.comAs customer retention has become a business priority in
our increasingly competitive markets, the marketing function
has gone from influencing potential customers to engaging
They plan and advance the company’s business. Effective
Marketing has also blurred the distinction between product and
service and continues to exert more influence in the company
sales representation priorities. Website design By BotEap.comIn conclusion, the marketing and sales functions are deeply embedded
on each other’s purpose and revenue growth intentions. There
There are few functional areas in business that are more interrelated.
other. So the next time you hear someone say the word “sales,”
when the appropriate description would have been “marketing”,
or vice versa, think about this article and choose between any of
these documented business functions to make your point of
distinction!