Many business people still struggle with the difference between marketing and sales. In reality, the differences are quite significant and unless recognized, could stunt the growth of your business.
Recently, I came upon the best definition of marketing and sales I’ve seen in a long time. Most definitions are textbook based, but this one came from a most unlikely source – the writer of a management book who is undoubtedly NOT a marketer. The definition reads as follows:
Marketing is the thinking part of selling – deciding what products to sell at what price, with what channels of distribution and how to promote them. It is a planning, positioning function. Selling is a producing, doing function. It involves carrying out the plans and providing information on how well the plans work or do not work in the marketplace; this in turn could require that a new marketing (strategic) decision be made.
Now, please don’t misinterpret this definition. It is not saying that the selling role is not a thinking role – of course it is. It is simply explaining that the two roles are interdependent and work best in conjunction with each other, without duplicating roles.
To understand this concept better, I equate it to live theatre, where the actors are the sales people, and all the back room people (lights, props, makeup, director, producer etc) are the marketers. Without each one of these pieces, the production would not achieve its fullest potential.
Of course, there are situations where a few actors may get together in a simple setting, and create a production (can we truly call it that?) themselves. But they can hardly expect to do so and produce a “Phantom of the Opera” or a “Lion King” type production. I’m not saying that every theatre production needs to be on such a grand scale, however almost every production has some of the critical backroom jobs covered.
The same applies in business. Yes, there are smaller companies who could (and probably should) do it all themselves. But there comes a time in their growth that they just cannot cope anymore. The demands of the business and the needs of the company, market, competitors, customers’ etc demand a more organized and sophisticated company. Without it, the company just will not grow, and may not even survive.
Marketers can help to create the environment for survival and growth, when the time is right. Business owners and management need to recognize the need for that before any significant progress can be made. The strategic marketer understands what strategies and tactics can be considered and can put these options in front of management. By having these alternatives available, management is better positioned to make well thought out and sensible decisions, something that is often quite challenging to accomplish.
Get a marketer involved with your business. One that thinks strategically. I’m not talking about a copywriter, or a graphic designer, or a website designer, or many of the other tacticians that work in marketing. I’m talking about a marketing strategist that can help to set your company’s wheels firmly on the track to success. He will act as the producer and director of your production…
If you feel your company is ready for business growth, and for this level of sophistication in your marketing process, contact us now to find out how that can be accomplished…
Neville Pokroy from the marketing company Mastermind Solutions consults in the areas of strategic marketing planning, as well as in the development and execution of marketing strategies and plans. He assists companies who require marketing expertise to plan and fully execute marketing programs. He helps them make good choices, particularly with regard to the emerging technologies. If you want to have more choice in marketing your business, set yourself apart, and increase the odds of generating additional revenue for your business, call (905)886-2235, email: firstname.lastname@example.org or visit our website. Please follow me on Twitter: @smaaketer
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