This presentation will help every one to overcome their wrong perception of Sales & Marketing diffrent.

1. Ending“THEWAR”between
Sales & Marketing
Suresh Vaishnav

2. Marketing
 Involves a number of
activities planning, pricing,
promotion, product, people,
process, physical evidence.
 All these activities taken
together are termed as
Marketing.
 Flow of goods and services
from producers to consumers.
 Marketing create demand of
products
Sales
 Targets on selling the
product produced
 MAIN AIM TO EARN
PROFITS
 Converting product into
cash.
 Sales means completing
demand

3.  Marketing set price too
high
 Marketing spend too
much of the budget
 Marketing doesn’t
understand the
customer enough
 When sales are
disappointing,
marketing blame
sales for poor
execution of plan
 Sales focuses on
individual customers
instead of the entire
market
Sales Marketing

4. * Both department work
independently
* Doesn’t know what each
department is working on
* Meeting are conducted with purpose
(mostly for conflict resolution)
* Boundaries are blurred
* Redesign relationships to share
structures systems and reward
* Marketing focuses on forward
thinking tasks
* Both groups develops and
implement shared metrics
* Clear boundaries with flexibilities
* Joint planning and training.
* Sales forces uses marketing
terminology
* Marketers confer with sales on
important accounts and plays
roles in transactional or
commodity sales
* Set up processes and rules
to prevent disputes.
* Knows who is supposed to
do what and do their own
tasks
* Have common grounds
and language

5.  Marketing metrics
can drive sales
 Marketing create
message
 Develop collateral
materials to help
sales force attract,
qualify leads and
close sales
 Using sales wins
analysis to
identify right
target market
 Sales have a
conversation
 Average growth
of 32% in annual
revenue
 Improved
Marketing & Sales
ROI
SALES MARKETING POSITIVE EFFECTS

7. Enough theory – do something
practical
• Recognise and accept there may be a problem
• Develop an understanding of your sales process
• Assess current situation
• Identify sales and marketing needs
• Develop and agree shared sales and marketing
objectives
• Define and utilise respective strengths
• Build trust

8. Enough theory – do something
practical
• Build joint sales and marketing plans for growth
• Develop better insight through talking to real customers
• Share and review market analysis, key issues, future
developments.
• Differentiate through innovation
• Develop sales force market feedback

9. • The company is
small.
• The company has
good
• informal
relationships.
• Marketing is still a
sales
• The company’s
products and
services are fairly cut
and-dried.
• Traditional marketing
and sales roles work
in the market.
• There’s no clear and
compelling reason to
change
• The company
lacks a culture of
shared
responsibility.
• Sales and
Marketing report
separately.
• The sales cycle is
fairly short
Do not make changes…..
Undefined Defined Aligned

10. •Jointly involve Sales &
Marketing in product
planning and in setting
sales targets.
•Jointly involve Sales &
Marketing in generating
value propositions for
different market
segments.
•
•Jointly involve Sales &
Marketing in assessing
customer needs,.
•
•Jointly involve Sales &
Marketing in analyzing
the top opportunities by
Segment.
•Implement systems
to track & manage
Sales and Marketing’s
joint activities.
• Utilize & regularly
update shared
databases.
• Establish common
metrics
for evaluating the
overall success of
Sales and Marketing
efforts.
•Emphasize culture of
each other
•Emphasize metrics.
•Enforce divisions’
conformity to
systems & Processes
Integrate Activities Integrate Processes & Systems Enable the Culture
Way for Integration of Sales and Marketing
Following task need to be focused to achecive good relation bet. Sales & marketing

11. Advoca
cy
Loyalty
Purchase
Purchase intention
Hand-over to sales
Brand preference
Brand consideration
Brand awareness
Customer awareness
Marketing
Sales
Thewholebusiness

12. Conclusion
Carefully planned enhancements of will bring salespeople’s
intimate knowledge of your customers into the company’s core.
These improvements will also:
• Help to serve customers better now and build better products
for the future.
• Helps to integrate the work of marketing and sales.
• Force your organization to closely consider how people are
rewarded.
• Boost your top-line and bottom-line growth.