Business Growth Series Sales vs. Marketing Presented by: Debra Andrews, Marketri LLC Sean Galt, Thompson Networks
SALES VERSUS MARKETING AGENDA: <ul><li>SEMINAR GOALS </li></ul><ul><li>DEFINING SALES AND MARKETING </li></ul><ul><li>AUDI...
SEMINAR GOALS: <ul><li>WHAT WOULD YOU LIKE TO GET OUT OF TODAY’S SESSION? </li></ul><ul><ul><ul><li>Are you satisfied with...
SALES VERSUS MARKETING  DEFINED  SALES VERSUS MARKETING <ul><li>In the past, the concept of “sales” has been a negative on...
WHAT IS MARKETING? Marketing is the process of positioning your firm to ask for a company’s business, or to be asked for h...
MARKETING INCLUDES: <ul><li>Positioning / Differentiation </li></ul><ul><li>Strategy (Identifying Target Segments) </li></...
WHAT IS SALES? <ul><li>Sales is the process of listening, determining needs, dealing with objections, asking for the order...
SALES INCLUDES: <ul><li>COLD CALLING (WARM CALLING) </li></ul><ul><li>FACE-TO-FACE MEETINGS </li></ul><ul><li>PRESENTATION...
HYBRID ACTIVITIES INCLUDE: <ul><li>SEMINARS </li></ul><ul><li>REFERRAL MEETINGS </li></ul><ul><li>DIRECT MAIL </li></ul><u...
SALES VERSUS MARKETING  DEFINED  HYBRID ACTIVITIES CAN BE CLASSIFIED AS MARKETING AND/OR SALES DEPENDING ON HOW THE TACTIC...
SALES WITHOUT MARKETING IS… <ul><li>… like going on a blind date: </li></ul><ul><li>The prospect knows little about you. <...
MARKETING WITHOUT SALES IS… <ul><li>… like NOT GETTING A DATE: </li></ul><ul><li>The perfect customer could be right aroun...
WHAT IS YOUR SALES & MARKETING SPLIT? MARKETING SALES
WHAT IS YOUR SALES & MARKETING SPLIT? <ul><li>Do you have an in-house or outsourced marketing professional? </li></ul><ul>...
WHAT IS YOUR SALES & MARKETING SPLIT? <ul><li>Do you attend 2-3 networking events per month?  Do you record contacts in a ...
SALES AND MARKETING  IMBALANCE
PURE MARKETING <ul><li>The short-term consequence is high brand awareness but a low return on marketing investment. </li><...
PURE SALES <ul><li>The short-term consequences are: </li></ul><ul><ul><li>Experiencing difficulty in getting the appointme...
MARKETING AND SALES ACTIVITIES  OVER TIME TIME MARKETING SALES BRANDING NEWSLETTERS PR ADVERTISING BROCHURES SALES CALLS P...
INTEGRATING SALES & MARKETING  THE CUSTOMER LIFE CYCLE <ul><li>The appropriate balance between sales and marketing depends...
INTEGRATING SALES & MARKETING  NATURE OF PRODUCT / SERVICE SOLUTION <ul><li>The appropriate balance between sales and mark...
Best Practices in Marketing
COMMON REASONS FOR NOT MARKETING Marketing is important but not urgent.   We don’t dare neglect it, but since immediate re...
COMMON REASONS FOR NOT MARKETING Marketing forces positioning and focus.   By avoiding marketing and positioning, we can s...
COMMON REASONS FOR NOT MARKETING We can hardly handle the amount of work we already have.   Marketing is as much about con...
COMMON REASONS FOR NOT MARKETING I don’t know how.   Marketing is a discipline that needs to be learned just like finance,...
MARKETING RESOURCES There are two types of marketing resources: in-house or outsourced.  Which resource or combination of ...
LEVELS OF MARKETING – WHICH DO YOU NEED? Strategy, Planning, Management 7+ years Tactics, Execution 3-6 years Tactics, Adm...
Web Designer; Programmer Creative Director; Graphic Designer Search Engine Marketing Educated in Graphics, Art, Design Edu...
MARKETING BEST PRACTICES  BASIC MARKETING PRINCIPALS <ul><li>Segmentation </li></ul><ul><li>Differentiation </li></ul><ul>...
MARKETING BEST PRACTICES  BASIC MARKETING PRINCIPALS A pretty brochure without: Segmentation...  goes to the wrong audienc...
BASIC MARKETING PRINCIPALS <ul><li>Segmentation </li></ul><ul><ul><li>Who are your customers (by industry, demographically...
BASIC MARKETING PRINCIPALS <ul><li>Differentiation </li></ul><ul><ul><li>What businesses compete for the same target segme...
BASIC MARKETING PRINCIPALS <ul><li>Implementation (or communication) </li></ul><ul><ul><li>What are the various marketing ...
Best Practices in Sales
A Case Study and
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Presentation Sales Vs Marketing Edit Emm

  1. 2. Business Growth Series Sales vs. Marketing Presented by: Debra Andrews, Marketri LLC Sean Galt, Thompson Networks
  2. 3. SALES VERSUS MARKETING AGENDA: <ul><li>SEMINAR GOALS </li></ul><ul><li>DEFINING SALES AND MARKETING </li></ul><ul><li>AUDIENCE SALES AND MARKETING ASSESSMENT </li></ul><ul><li>UNBALANCED SALES / MARKETING EFFORTS </li></ul><ul><ul><li>CONSEQUENCES </li></ul></ul><ul><li>INTEGRATION OF SALES AND MARKETING </li></ul><ul><ul><li>WHY SHOULD THEY WORK TOGETHER? </li></ul></ul><ul><li>BEST PRACTICES IN MARKETING </li></ul><ul><li>BEST PRACTICES IN SALES </li></ul><ul><li>THOMPSON NETWORKS’ CASE STUDY </li></ul>
  3. 4. SEMINAR GOALS: <ul><li>WHAT WOULD YOU LIKE TO GET OUT OF TODAY’S SESSION? </li></ul><ul><ul><ul><li>Are you satisfied with your return on sales & marketing? </li></ul></ul></ul><ul><ul><ul><li>Do you try different marketing tactics and sales and wonder if any of them are working? </li></ul></ul></ul><ul><ul><ul><li>Are you unable to successfully close sales appointments? </li></ul></ul></ul>
  4. 5. SALES VERSUS MARKETING DEFINED SALES VERSUS MARKETING <ul><li>In the past, the concept of “sales” has been a negative one, especially in the world of professional services. </li></ul><ul><li>Many firms think and talk about marketing, but don’t consider the activities required for selling services. </li></ul><ul><li>Some firms use sales and marketing interchangeably. </li></ul>
  5. 6. WHAT IS MARKETING? Marketing is the process of positioning your firm to ask for a company’s business, or to be asked for help by a prospect. Warming up the market
  6. 7. MARKETING INCLUDES: <ul><li>Positioning / Differentiation </li></ul><ul><li>Strategy (Identifying Target Segments) </li></ul><ul><li>Planning </li></ul><ul><li>Execution: </li></ul><ul><ul><li>Collateral (Print / Electronic) </li></ul></ul><ul><ul><li>Campaigns / Tactics </li></ul></ul><ul><li>Measurement </li></ul>
  7. 8. WHAT IS SALES? <ul><li>Sales is the process of listening, determining needs, dealing with objections, asking for the order, and closing the deal. In most cases, sales involves face-to-face meetings. </li></ul>CLOSING A RED HOT PROSPECT
  8. 9. SALES INCLUDES: <ul><li>COLD CALLING (WARM CALLING) </li></ul><ul><li>FACE-TO-FACE MEETINGS </li></ul><ul><li>PRESENTATIONS </li></ul><ul><li>PROPOSALS </li></ul>
  9. 10. HYBRID ACTIVITIES INCLUDE: <ul><li>SEMINARS </li></ul><ul><li>REFERRAL MEETINGS </li></ul><ul><li>DIRECT MAIL </li></ul><ul><li>NETWORKING </li></ul>
  10. 11. SALES VERSUS MARKETING DEFINED HYBRID ACTIVITIES CAN BE CLASSIFIED AS MARKETING AND/OR SALES DEPENDING ON HOW THE TACTIC IS HANDLED. Direct Mail: This can be a pure marketing activity or it can be part of the sales process. Direct contact with the prospect is what makes the difference. If you simply mail a letter / brochure and wait for someone to call, this is pure MARKETING. If you make follow-up calls to schedule face-to-face meetings, this is SALES. BEST RESULT INTEGRATE MARKETING & SALES
  11. 12. SALES WITHOUT MARKETING IS… <ul><li>… like going on a blind date: </li></ul><ul><li>The prospect knows little about you. </li></ul><ul><li>You have no idea if your product or service will be a good fit for the prospect. </li></ul><ul><li>Are you both wasting your valuable time?? </li></ul>
  12. 13. MARKETING WITHOUT SALES IS… <ul><li>… like NOT GETTING A DATE: </li></ul><ul><li>The perfect customer could be right around the corner. He or she just doesn’t know about you and all the things that you have to offer. </li></ul>
  13. 14. WHAT IS YOUR SALES & MARKETING SPLIT? MARKETING SALES
  14. 15. WHAT IS YOUR SALES & MARKETING SPLIT? <ul><li>Do you have an in-house or outsourced marketing professional? </li></ul><ul><li>Do you have an in-house or outsourced sales professional? </li></ul><ul><li>Do you have an annual marketing plan? Sales plan? </li></ul><ul><li>How consistent is your brand: logo, business cards & papers, print collateral, Web site, promotional products </li></ul><ul><li>Do you do advertising? </li></ul><ul><li>Do you host at least 2-3 seminars throughout the year? Do you follow-up with non-client seminar attendees? </li></ul><ul><li>Do you send out direct mail? Do you follow-up with phone calls? </li></ul><ul><li>Do you write and distribute press releases & regularly pitch the media? </li></ul><ul><li>Do you have a brochure? </li></ul><ul><li>Do you have customer / prospect newsletters? </li></ul>
  15. 16. WHAT IS YOUR SALES & MARKETING SPLIT? <ul><li>Do you attend 2-3 networking events per month? Do you record contacts in a database? Do you follow-up with the contacts that you have met? </li></ul><ul><li>Are you on nonprofit boards? Do you reach out to other board members? </li></ul><ul><li>Do you maintain a database? Do you call at least 10 prospects per month from your database? </li></ul><ul><li>Do you have 2-3 sales calls per month? </li></ul><ul><li>Do you have a regularly maintained Web site? </li></ul><ul><li>Do you maintain sales pipeline reports on a monthly basis? </li></ul><ul><li>Do you set goals for calls, meetings and proposals monthly & annually? </li></ul>
  16. 17. SALES AND MARKETING IMBALANCE
  17. 18. PURE MARKETING <ul><li>The short-term consequence is high brand awareness but a low return on marketing investment. </li></ul><ul><li>The long-term consequence is to give up on all marketing because “it isn’t working.” </li></ul>
  18. 19. PURE SALES <ul><li>The short-term consequences are: </li></ul><ul><ul><li>Experiencing difficulty in getting the appointment because of low brand awareness. </li></ul></ul><ul><ul><li>Going on unqualified appointments </li></ul></ul><ul><li>The long-term consequences are: </li></ul><ul><ul><li>Consistently losing deals to marketing savvy competitors </li></ul></ul><ul><ul><li>Experiencing a low return on sales investment (not meeting goals) </li></ul></ul>
  19. 20. MARKETING AND SALES ACTIVITIES OVER TIME TIME MARKETING SALES BRANDING NEWSLETTERS PR ADVERTISING BROCHURES SALES CALLS PROPOSALS INSIDE SALES CALLS SEMINARS REFERRAL MEETINGS DIRECT MAIL NETWORKING
  20. 21. INTEGRATING SALES & MARKETING THE CUSTOMER LIFE CYCLE <ul><li>The appropriate balance between sales and marketing depends on the customer life cycle. The four commonly accepted phases are as follows: </li></ul><ul><ul><li>Customer Acquisition </li></ul></ul><ul><ul><li>Customer Growth (up-selling / cross-selling) </li></ul></ul><ul><ul><li>Customer Loyalty </li></ul></ul><ul><ul><li>Customer Reactivation </li></ul></ul>
  21. 22. INTEGRATING SALES & MARKETING NATURE OF PRODUCT / SERVICE SOLUTION <ul><li>The appropriate balance between sales and marketing depends on nature of the product / service solution. The three commonly accepted types are as follows: </li></ul><ul><ul><li>Commodity: The product or service is widely available, has few distinctions, and is sold mainly on price and availability features. </li></ul></ul><ul><ul><li>Customized: To meet the customers’ needs, something must be done to the product or service. </li></ul></ul><ul><ul><li>Designed: The product or service needs to be engineered or designed to meet the customer needs. </li></ul></ul>
  22. 23. Best Practices in Marketing
  23. 24. COMMON REASONS FOR NOT MARKETING Marketing is important but not urgent. We don’t dare neglect it, but since immediate results won’t follow from our marketing efforts, it’s safe to say that immediate consequences won’t either. 1.
  24. 25. COMMON REASONS FOR NOT MARKETING Marketing forces positioning and focus. By avoiding marketing and positioning, we can still carry a half dozen magnetic signs in the trunk, putting the most appropriate one on the car door for those sales meetings. 2.
  25. 26. COMMON REASONS FOR NOT MARKETING We can hardly handle the amount of work we already have. Marketing is as much about control as it is about growth. In other words, marketing enables you to attract a certain kind of work, defined as profitable, enjoyable, etc. 3.
  26. 27. COMMON REASONS FOR NOT MARKETING I don’t know how. Marketing is a discipline that needs to be learned just like finance, accounting & human resources. Let’s look at how best to get marketing resources for your organization. 4.
  27. 28. MARKETING RESOURCES There are two types of marketing resources: in-house or outsourced. Which resource or combination of resources is best for your business will depend on its industry (competitive situation) size, goals and budget. <ul><li>In-house: </li></ul><ul><li>CMO </li></ul><ul><li>Marketing Manager </li></ul><ul><li>Marketing Coordinator </li></ul><ul><li>Graphic Designer </li></ul><ul><li>Outsourced </li></ul><ul><li>Marketing Consultant </li></ul><ul><li>Advertising Agency </li></ul><ul><li>Web Developer </li></ul><ul><li>Copy Writer </li></ul>
  28. 29. LEVELS OF MARKETING – WHICH DO YOU NEED? Strategy, Planning, Management 7+ years Tactics, Execution 3-6 years Tactics, Administration 0-2 years CMO; V.P. or Director of Marketing Marketing Manager Marketing Coordinator; Administrator Educated in Business
  29. 30. Web Designer; Programmer Creative Director; Graphic Designer Search Engine Marketing Educated in Graphics, Art, Design Educated Web Development; Programming; Design LEVELS OF MARKETING – WHICH DO YOU NEED?
  30. 31. MARKETING BEST PRACTICES BASIC MARKETING PRINCIPALS <ul><li>Segmentation </li></ul><ul><li>Differentiation </li></ul><ul><li>Implementation </li></ul>
  31. 32. MARKETING BEST PRACTICES BASIC MARKETING PRINCIPALS A pretty brochure without: Segmentation... goes to the wrong audience Differentiation... will not strike a cord with key prospects Implementation... will simply take up room on the book shelf
  32. 33. BASIC MARKETING PRINCIPALS <ul><li>Segmentation </li></ul><ul><ul><li>Who are your customers (by industry, demographically, geographically)? </li></ul></ul><ul><ul><li>How can you cluster your customers together based on similar purchase preferences? </li></ul></ul><ul><ul><li>How profitable is each customer group? </li></ul></ul><ul><ul><li>Which customer groups should you target? </li></ul></ul>SMALL TO MID-SIZED BUSINESSES MUST FOCUS!
  33. 34. BASIC MARKETING PRINCIPALS <ul><li>Differentiation </li></ul><ul><ul><li>What businesses compete for the same target segments? </li></ul></ul><ul><ul><li>How do they market themselves to stand out from the crowd? </li></ul></ul><ul><ul><li>What are your company’s strengths & weaknesses? </li></ul></ul><ul><ul><li>What are your competitive advantages? </li></ul></ul>SMALL TO MID-SIZED BUSINESSES MUST HAVE A CLEAR POSITION; DON’T TRY TO BE “EVERYTHING TO EVERYBODY!”
  34. 35. BASIC MARKETING PRINCIPALS <ul><li>Implementation (or communication) </li></ul><ul><ul><li>What are the various marketing tactics that your business can use to communicate your value proposition to your target customers? </li></ul></ul><ul><ul><li>Given your budget, which are the most cost-effective methods? </li></ul></ul><ul><ul><li>How effective have your marketing efforts been in reaching your business goals? </li></ul></ul>DEVELOP A TACTICAL PLAN INCLUDING A BUDGET AND GOALS; MEASURE YOUR PROGRESS AT LEAST MONTHLY.
  35. 36. Best Practices in Sales
  36. 37. A Case Study and
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