How to Unlock Marketing vs Sales Roles And Responsibilities

Regardless of the organization type you run, the marketing vs sales dilemma has bothered you. Planning and strategy development of both areas is the important part of the success as these departments share a mutual goal - revenue increase. In some ways, these teams are intertwined, and startups and small companies have only one personnel, the so-called smarketing.

However, marketing and sales aren’t interchangeable, and along with business growth, companies split their marketing teams into separate departments. As a rule, b2b organizations are sales driven while b2c are marketing driven. The difference in the roles and responsibilities of each team we are going to figure out below.

Marketing vs Sales: General Insight

Before jumping to the comparison of the business components, let’s get the overall definitions.

As a more dynamic process, marketing deals with systematic planning, implementation, control and improvement of business activities and products or services. It targets to create brand identity, brings leads and prospects for a sales team, and builds long-term relationships with customers. However, this team has given conditions, and can’t change them.

Marketing works on the 4 Ps: product, price, place and promotion; and does micro and macro analysis of market and then applies these principles in action via

  • advertising, public relations,
  • social media,
  • relationship marketing,
  • brand marketing,
  • viral marketing, and
  • mail campaigns.

Meanwhile, sales focuses on a transaction between two parties, and agreement on the price and security with the help of negotiations and objectives overcoming. This activity is driven by human interaction and has rather a short-term relationship with buyers. That means that sales reps can transform the situation using their personal skills.

Sales team develops its activities on the 4 Cs: customer solution, customer cost, convenience, and communication that are realized via

  • follow-up calls,
  • sales letters,
  • meetings,
  • cold calls, and
  • networking.

Marketing vs Sales share the common goal: the development of customer relationship, yet in different perspectives. Both of these business processes require specific skills, training from the stuff, and communication and cooperation within the company. To put it simply, sales can’t succeed the revenue objectives without developed future-focused marketing planning.

Diving into 5 Key Differences

Market changes are the permanent things, so marketing has to stay ahead of the changes. It helps sales by locating the potential audience and/or channel partners, generating quality leads, and enhancing information transaction.

From this point, the sales continues to build a customer relationship and start to convert leads into actual paying buyers by direct interaction. They set specific boundaries to closing the deals: week, month or quarter.

Dealing with the marketing vs sales dilemma, you should remember that these activities demand different skills and training. Definitely, marketing provides tactics and clues for the sales team, but this department shouldn’t perform an auxiliary function.

The following comparison will aid you in the roles and responsibilities distribution among your teams.

- Strategy

By employing strategic thinking, marketing uses the pull strategy and generates interest in the products or services.
Sales is more focused on tactical thinking and push strategy to convince a customer and ensure a closed deal.

- Priority

In this aspect marketing vs sales works in cooperation. Meanwhile, marketing shows the ways for reaching a customer and sets up a relationship building; sales applies the received info and tips for achieving the ultimate result - a paying buyer.

- Perspective

Due to marketing search, the company gets the market view from customer’s perspective that directs organization to targeted audience or group.
Sales works in the opposite direction and presents the positioning of the product or service from inside the organization toward the potential buyers.

- Approach

Apart from extending the variety of the selling activities, marketing develops a strategy for determining current and future customers’ needs and lays out the basis for long-term relationships.
Despite the building relationship with customers, sales tries to fulfill buyers’ demands by matching the company’s product or service within a specified time period.

- Major Focus

Marketing deals with the promotion and distribution of the price of product or service and looks for the ways to fulfill customers’ needs by the company offer.
Achieve a set quota and fulfill sales volume objectives are the key targets for the sales teams.

Final Thoughts

After revealing the crucial moments, you see that marketing vs sales differences lie in various approaches, tactics, and strategies, as well as personnel specific skills. Both teams work on developing a trustful relationship with customers and boosting the revenue. In short, you can achieve the high results by setting up workflows for both teams with communication as a must.

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