The document discusses the differences between marketing and sales, noting that they have different perspectives and goals. Marketing focuses on long-term brand building and generating demand, while sales prioritizes short-term revenues and fulfilling existing demand. However, their ultimate goal is the same - satisfying customers. The document argues that marketing and sales should work more closely together through joint planning and by understanding each other's roles in achieving the shared objective of acquiring new customers.

1. Marketing VS Sales

2. It’s all in how you look at it

3. But first
Why do they belong to different planets

4. Oft heard cribs
Marketing wants “Mr. Right” but Sales wants “Mr. Right
Now!”
Marketing Sit in their AC offices while sales slug it out on
the field
Marketing burns monies while Sales gets the revenue
Marketers focus too much on process rather than outcome
Majority of Marketing content created for Sales never gets
used.

5. Their perceptions don’t match
Sales Marketing
• Product-out • Customer-in
• Fulfill demand • Generate demand
• Short-term • Long term
• Profits through sales • Profits through customer
volume satisfaction

6. They have different starting point
Customer Integrated Profits Through
Market Marketing Customer Satisfaction
Needs
The Marketing Concept
Starting
Focus Means Ends
Point
Existing Selling and Profits Through
Factory Promoting Sales Volume
Products
The Selling Concept

7. They chase different goals
Sales 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 coin
with the same end
goal
CUSTOMER

10. Mind space vs. Physical space
Marketing 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 front
of customers to persuade them to buy. A marketing
mindset, on the other hand, focuses on building
relationships so that customers will want to do business
with you. One is about trying to find customers, while the
other 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

14. THANK YOU