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For most businesses, their marketing and sales departments are two sides of the same coin. While both differentiate from the other in many aspects, when they work in conjunction, the company can achieve great success. However, the skills and undertaking of both departments vary enough that they should remain separate in their operations. With a similar goal of generating revenue from prospective customers, here is how the two departments diverge in their tactics to get there.

 

Goals

The goals of a marketing team tend to be more long term, as marketers are more analytic in their research. Marketers look at a larger focus group to determine how to best promote not only the product but the reputation of the company. They analyze trends in data to find a best-fit way to increase the appeal of the product and will adapt their marketing campaigns to various groups of potential customers. The goal of marketing is to generate enough interest in a product to get the customer to take the initiative to purchase it. Marketers aim to make the customer feel as though they are the ones who are making the decision for themselves to buy a product, a feeling as though the ball is in their court. On the contrary, the goal of a sales department is focused on the relationship built with customers and personalizing a solution to a problem that they have – the solution is the product they are selling.  Salespeople take the responsibility of convincing the customer that they need the product. Their goals are short term to close deals and move on to the next customer as they have quotas to fulfill.

 

Strategy

Marketing strategies are erratic, developing and changing in keeping up with modern advancements. Marketers rely on the internet and technology at hand to deliver content to customers, and the internet is changing every day, developing and advancing communication with users. As a result, marketing techniques have to be up to date and versatile. Marketers use human psychology to their advantage when it comes to promoting a product. Sales, on the other hand, rely heavily on direct communication as a strategy, igniting conversations with customers about a need and how to fill it. While technological advancements provide salespeople with more ways to facilitate communication over various channels, the fundamental sales tactics remain consistent. A conversation that piques emotional interest will always be the best approach to selling a product

 

Audience

Marketing departments are ultimately trying to sell the company and brand as much as the product. For this reason, they exercise strategies that focus on a larger audience that they can split into groups to grow brand awareness. In the growing digital age, the reputation of a company is just as valuable as the product it sells. Marketing departments are turning to an approach that encourages the customer to do the marketing for them by sharing information, writing reviews, and acting as second-rate ambassadors for the company as a whole. A sales department’s target audience is generally 1 customer at a time. They focus on the relationship needed to facilitate the sale of a single product more than the business. They have an inventory to sell and are rewarded for doing so. A smaller audience makes it easier for them to focus on closing the sale rather than promoting the company.

 

Ultimately, the strategy used by each department will vary from each other, as well as from one company to the next. That is why your business’s marketing strategy is so important to its success and why I find it important to share my professional digital strategy advice with others.