Are you using one team/person to do both sales and marketing for your business?
The ultimate goal of both marketing and sales is to increase the revenue going into a business, however they both do a very different job in contributing to this end goal. Because of the common end goal, particularly in small businesses, there is a tendency to combine these roles, but they do, in fact, require very different skill sets. Therefore having the same team doing both is not in your best interests – you should be keeping the roles separate. But why?
What is marketing
According to the Chartered Institute of Marketing (CIM) marketing can be defined as ‘the management process responsible for identifying, anticipating and satisfying customer requirements profitably’.
Basically, marketing involves reaching out to customers, getting the brand and the product in front of customers and generating interest in the brand or product to get leads into the business. It does not actually involve any sales, although a sale might occur as a result of getting the brand or product in front of the right customers.
What is sales?
The online Business Dictionary defines sales as ‘the activity or business of selling products or services.’
Therefore sales is specifically the action of selling the brand or product to a customer which involves a purchase, therefore closing the sale. The job of a sales team is to nurture leads which have come into the business and convince them to make a purchase. Whatever has led up to that point, sales is the action that causes a customer to purchase.
Why should businesses have separate sales and marketing teams?
- Optimising different skill sets – marketers need to be strategic long term thinkers, outlining the best way to get your brand and products in front of the customers for months and years to come, whereas your sales team need to be quick on their feet and think in the here and now. They need to be reactive in order to close sales today and tomorrow as the leads come in. By having both skill sets you are ensuring the success of your business both now and in the future.
- Maximising time spent in the business – both roles take a considerable amount of time and effort to achieve anything worthwhile. Marketers need to have the time and space to think of future campaign ideas and strategically plan them out in detail, day by day, month by month and year by year. On the other hand sales teams need to be able to dedicate time to their customers to develop and nurture relationships in the process to making a purchasing decision. If you try and combine the two roles into one team, they won’t have the time to do either role properly.
How can these separate teams work together to increase revenue?
You will achieve the best from sales and marketing teams if each of them is dedicated specifically to their own role. And the business will then benefit from synchronising the insight from both teams.
Marketing teams can use their knowledge to inform the sales team on the buyer’s journey and the information that they need to be supplied with at each stage of the buying process. The sales team can then use this knowledge to provide the customers with the information necessary to enable them to close the sale.
Likewise the sales team can use their knowledge to inform the marketing team. They can tell them which lead types are the highest quality and which ones have the shortest lead time. The marketing team can then target these optimum leads in their strategy and the business will convert the ideal customers.
Hire a separate team of marketers and get the most out of both sales and marketing from your business. Contact the experts at LWS Marketing on 01903 790100 or via email@example.com to find out how we can become your outsourced digital marketing team.