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Mktg vs Selling
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Mktg vs Selling

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Transcript

  • 1. Marketing VS Sales
  • 2. It’s all in how you look at it
  • 3. But firstWhy do they belong to different planets
  • 4. Oft heard cribsMarketing wants “Mr. Right” but Sales wants “Mr. RightNow!”Marketing Sit in their AC offices while sales slug it out onthe fieldMarketing burns monies while Sales gets the revenueMarketers focus too much on process rather than outcomeMajority of Marketing content created for Sales never getsused.
  • 5. Their perceptions don’t matchSales Marketing• Product-out • Customer-in• Fulfill demand • Generate demand• Short-term • Long term• Profits through sales • Profits through customervolume satisfaction
  • 6. They have different starting point Customer Integrated Profits ThroughMarket Marketing Customer Satisfaction Needs The Marketing ConceptStarting Focus Means Ends Point Existing Selling and Profits Through Factory Promoting Sales Volume Products The Selling Concept
  • 7. They chase different goalsSales Marketing• Targets • Brand health• Revenues • Brand equity• What’s the offer? • What’s the insight?• Immediate cash • Long-term valuation• Close the lead • Generate leads
  • 8. Resolving the conflict
  • 9. Two sides of a coinwith the same end goal CUSTOMER
  • 10. Mind space vs. Physical spaceMarketing is all about creating the right positive perception before the actual interaction/moment of truth.And sales is to ensure that the interaction leads to a conversion
  • 11. It’s getting the mindset right“A sales mindset is based on figuring out how to get in frontof customers to persuade them to buy. A marketingmindset, on the other hand, focuses on buildingrelationships so that customers will want to do businesswith you. One is about trying to find customers, while theother is about customers finding you”John R. Graham
  • 12. So let’s try and make the relationship work better• Marketing needs to treat Sales as its internal customer• Marketers should spend more time in the field, speaking to customers. In fact they should go a step ahead and make a sale or two• Sales should embrace the fact that we are all in the business of helping consumers meet their needs, not just pushing products• Marketing and Sales need develop a process of joint business planning• Marketing’s goals (and bonuses) are tied to the same goals as Sales – e.g. bookings and new customers acquired
  • 13. THANK YOU