Sales and Marketing Definitions
Sales and marketing are the key players in the growth of any business. Marketing professionals focus on producing promotional content that identifies with a brand, targets a demographic, and generates leads or potential customers. Their role is to attract interest and build awareness through activities like advertising, content creation, market research, and branding. Once marketing has generated leads, it's the responsibility of the sales team to nurture those leads, build relationships, and ultimately convert them into paying customers.
It's the goal of sales professionals to take the leads marketing generates and turn them into paying customers. This involves activities like lead nurturing, product demonstrations, negotiations, and ultimately closing deals to drive revenue growth.
Simple symbiosis. Without marketing generating interest and leads, the sales team would have no prospects to convert. And without an effective sales force closing deals, there would be little need for marketing to attract more leads. The two functions are deeply interconnected and reliant on each other's success.
What is Marketing?
The purpose of marketing is to connect a company with potential sales.
Think of it as a “friend of a friend” scenario. Tim and Adam are co-workers, while Adam and Amy are friends. Amy is moving and needs to sell her car. Around the water cooler, Tim mentions to Adam that he needs a small car to commute to work so Adam gives him Amy’s number. In this scenario, Adam plays the role of Marketer, Amy, the sales department and Adam the lead. After Adam connects Tim to Amy, Tim isn’t required to finalize the transaction between the two parties but he played a key role in their exchange.
Sales and Marketing operate in a similar manner. The goal of marketing agencies or departments is to make sure the product or company is visible to as many potential customers as possible in a way that is attractive, engaging and for the most part, accurate.
Popular marketing channels include:
- Word of Mouth Marketing: Word of mouth is focused on encouraging and motivating happy customers to spread the word about your business.
- Content Marketing: Content marketing involves the creation of engaging content that is valuable to your target audience. Useful content is a valuable tool when building strong relationships with consumers. Examples of content marketing include social media and blogging.
- SEO (Search Engine Optimization): SEO refers to all strategies used by content marketers to ensure a website is seen by more people in search engine results. Great SEO maximizes the visibility of a company's website or blog content when related searches are performed on Google and other engines like DuckDuckGo.
- Social Media Marketing: Social media marketing is often used by companies to deliver their brand and connect with their demographic. The informal feel of platforms like Facebook, Instagram or Twitter make it easy for consumers to engage with the brand. This can be helpful when trying to identify new audiences.
- Performance Marketing: Performance marketing is when Marketing is compensated only for getting results, whether it’s leads or new email signups.
- Email Marketing: Email marketing is a great way to advertise directly to consumers. Including a strong CTA for email signups on your blog is a great way to build a list. From here, you can offer exclusive offers like discounts or gated content.
- Referral Marketing: Referral marketing is a strategy that leverages existing customers to generate new leads. Referral programs are used to incentivize word of mouth, meaning, a company will offer a promotional “deal” in exchange for the existing customer recommending the company to others.
Once marketing has generated leads, the sales team typically takes over to qualify those leads, understand their needs, provide product information and demos, negotiate pricing, and ultimately convert them into paying customers. This sales process often involves multiple touchpoints and nurturing over time to build trust and guide prospects through their buyer's journey.
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What is Sales?
When a marketing team is effective at generating awareness and interest, it will produce a steady flow of leads. These marketing qualified leads (MQLs) are then handed off to the sales team, whose responsibility is to further qualify them, understand their specific needs and pain points, provide product information and demos, and ultimately guide them through the sales process to become paying customers.
Sales departments are often the first point of human contact a lead makes with a company. Top-performing sales professionals excel at building rapport, actively listening to understand a prospect's needs, providing consultative guidance, and positioning the company's solution as the best fit. They develop personal, one-on-one relationships with customers to establish trust in the company or brand with the goal of converting a lead into a customer.
The initial goal of a salesperson is to ask probing questions, actively listen, and truly understand the prospect's challenges, goals, and requirements. By doing so, salespeople can position their product or service as the ideal solution to the customer's needs. They must effectively communicate the key benefits and value proposition in a way that resonates with the prospect. If a customer doesn't believe they have anything to gain by becoming a customer, it's unlikely they will be eager to make a purchase. Effective salespeople excel at emphasizing the advantages and return on investment of becoming a customer.
Mechanically speaking, good sales techniques operate much like a trip to your family doctor. At your visit, you explain your symptoms, and the doctor asks probing questions to fully understand your condition and get to the root cause. Using their expertise, a doctor will then recommend the best course of action, treatment plan, or product to improve your condition and achieve the desired outcome.
The same theory applies in sales. Customers put their trust in salespeople as subject matter experts to guide them to the right solution. They rely on sales professionals to truly understand their unique situation, consult with them on the best options, and ultimately recommend the product or service that will deliver the most value and ROI. By taking a consultative approach focused on the customer's needs rather than just making a sale, good salespeople position themselves as trusted advisors. This makes them excellent brand ambassadors who strengthen the company's reputation.
Once a prospect has been fully qualified and decides to move forward, sales teams are responsible for facilitating and finalizing the transaction. This involves preparing formal pricing quotes, negotiating terms, handling any objections, and guiding the customer through the contractual and legal processes required to officially close the deal. Sales reps may also coordinate with other internal teams like finance, legal, and operations to ensure a smooth onboarding experience for the new customer.
Sales Goals vs Marketing Goals
Marketing teams work in unison with sales to identify a demographic then produce personalized content and make it visible to the target. The goals of marketing focus on brand awareness, creating interest in a brand and generating leads. Without a strong marketing department driving potential consumers in the door, businesses may never be able to achieve their overall sales goals.
Salespeople represent the product and company on a personal level. The goal of sales is to facilitate conversions and generate revenue for the company. Without an effective sales team working to retain the interest of the lead, conversion may never occur.
When working in unison and closely aligned, sales and marketing teams are the driving force behind a company's success. Companies that foster tight collaboration and integration between these two functions experience faster revenue growth, higher customer satisfaction, and more effective go-to-market strategies. A collaborative effort ensures marketing initiatives like content, messaging, and campaigns resonate with the most valuable target audiences. It also allows salespeople to provide feedback that helps marketing represent the product accurately and position it compellingly based on real-world customer situations.
The Differences Between Marketing and Sales
While it is best when the two entities work together to achieve a common goal, the differences between sales and marketing are found in how they function and their short term objectives.
- Marketing is responsible for making a business visible and attractive to the target demographic through branding, advertising, content creation, SEO, social media, and other promotional activities designed to generate awareness and interest.
- Sales is responsible for nurturing and converting the leads generated by marketing into paying customers through consultative selling, product demonstrations, negotiations, and deal closing.
- Marketing produces educational and promotional content across multiple channels like websites, blogs, videos, webinars, email, and more to engage the target audience at different stages of the buyer's journey.
- Salespeople personally represent the product or service, develop 1-on-1 relationships with prospects, and position the company's offering as the best solution to the customer's specific needs and challenges.
With referral tracking, customizable rewards, and integrations with tools like Salesforce and HubSpot, GrowSurf helps marketing and sales teams work together seamlessly to turn happy customers into powerful referral sources. Try it free today.
Build your customer referral program without the dev time
Sign up for a free trial of GrowSurf to lower your customer acquisition costs, increase customer loyalty, and save gobs of time.
