This document discusses the relationship between sales and marketing. It outlines their different perspectives and functions, with sales focusing on lead generation, qualification and closure, and marketing focusing on awareness, consideration, conversion and loyalty. The document presents two scenarios of different organizational structures and discusses how an aligned, integrated relationship between sales and marketing can have positive effects like improved revenue growth and customer retention. It concludes that sales and marketing need each other to succeed, with marketing creating materials to help sales attract and close leads, and sales providing feedback to help marketing identify the right target markets.

1. The Relationship between
Sales & Marketing
SALES MARKETING
VS

2. Agenda
• Sales & Marketing Funnels
• Sales VS Marketing Perspectives
• Scenarios
• Types of Relationship
• Conclusion: Why Sales and Marketing need
each other

3. SALES
Lead Generation
Lead Qualification
Closure
Portfolio
Management
CRM
Awareness
Consideration
Conversion
Loyalty
Advocacy
Referrals
Word-Of-Mouth
MARKETING
Sales & Marketing Funnels

4. Sales VS Marketing Perspectives
SALES MARKETING
 When sales are disappointing, marketing
blame sales for poor execution of plan
 Sales focuses on individual customers
instead of the entire market
 Companies should be “marketing- led”
 Marketing set price too high
 Marketing spend too much of the
budget
 Marketing doesn’t understand the
customer enough

5. • Strong brand recognition in the U.S.
• Spent $340 million for for marketing
• Marketing message not aligned with services
• Sales and Customer services problems
Source: http://www.forbes.com/sites/philjohnson/2015/04/02/im-praying-for-you-sears/2/
SCENARIO #1

6. SCENARIO #2
Country Manager
VP
Sales Consumer
Product/Video
Director
Manager
Manager
VP
Sales Digital
Manager
Manager
VP
Sales Theatrical
Director
Manager
Manager
New
Movie
VP
Marketing
Manager
Manager
Director

7. Relationship and how it works
Defined Undefined
Aligned Integrated

8. Why Sales and Marketing need each other
SALES MARKETING
 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
 Loses 36% of
fewer customers
 Improved
Marketing & Sales
ROI
POSITIVE EFFECTS

9. THANK YOU