Most businesses divide their sales team and marketing team into two different groups. At one organization I worked with, they were physically in different buildings… in different parts of the city. But what really is the difference between these two departments? They share the same goals, but their tactics for achieving these goals are very, very different.
It’s easy to get caught up with definitions like, “marketing is from the brand and sales is from a salesperson”. If that’s how you want to differentiate, I’ve got news for you. That sales person IS your brand! To more clearly separate these two facets of your business, I look at it from the messaging perspective. Here is my simplified explanation of these two departments and where the lines start to blur.
Marketing is a message sent to the masses. Like yelling into a megaphone, you say it once and it’s received by many people. For example, think of a TV commercial or a Pay Per Click ad that’s impersonal and doesn’t have a person on the other end sending you that message.
Sales on the other hand, is a very direct message sent from just one person. The message is tailored and personalized for each specific audience. It’s also not as scalable (one salesperson can only talk to so many people).
Now, here’s where it starts to get a little fuzzy. If done right, your marketing can feel like it’s coming from a real person AND your sales team can reach a wider audience.
This is why big data and targeted marketing is so exciting; it crafts a message that is targeted to the individual… but sent to many individuals. When this happens, your efforts have exponential impact.
Don’t just take it from me, here are the facts:
- Personalization reduces acquisition costs as much as 50%, lifts revenues by 5-15%, and increases the efficiency of marketing spend by 10-30%. (McKinsey & Company)
- By 2020, 51% of consumers expect that companies will anticipate their needs and make relevant suggestions before they make contact. (Salesforce)
- Increasing personalization in more channels can increase overall consumer spending by up to 500%. (The E-Tailing Group)
Here’s a couple of great examples where your marketing and sales team needs to work in perfect harmony:
Email: An average office worker receives 121 emails a day and sends around 40 business emails daily (Source). So it’s fair to say that this would be a sales channel,. Right? But wait, what about MASS emails? Those newsletters, automations, promotions and drip campaigns need to incorporate best practices from both departments in order to be effective.
Social Media: With over 2.19 billion monthly active users on Facebook, this must be a mass audience channel, right? Think again. Sure, you can have your marketing team create a bunch of posts, but without a sales perspective and communication style, your engagement and conversation ends there. To be successful, you need to build a relationship with your following, and who is better at building relationships than your sales team? By bringing together your marketing and sales minds, you’re able to attract, engage and even convert a dedicated community.
Sales and marketing are very clearly differentiated in our minds. But aren’t they really doing the same thing? Connecting, convincing, and communicating. Any good salesperson or marketer knows that is the key to success.
If you are having challenges connecting with your clients, leads and audience, contact Megan Robinson at email@example.com.