How to Unlock Sales and Marketing Responsibilities

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

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 between sales and marketing in the roles and responsibilities we are going to figure out below.

marketing vs sales laptop

Definition of marketing and sales

Before jumping to the comparison of the business components, let’s get the overall definition of both areas.

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

Meanwhile, sales strategy 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 and marketing responsibilities

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

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

The sales team develops its activities on the 4 Cs: customer solution, customer cost, convenience, and communication; which is realized via:

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

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

marketing vs sales coffee

Difference between sales vs marketing

Often both teams' duties and responsibilities overlap. However, there are some key differences in these business functions.

Market changes are 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 transactions.

From this point, the sales continue to build customer service and start to convert leads or prospective customers into actual paying buyers by direct interaction. They set specific boundaries for 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 marketing and sales responsibilities distribution among your teams.

Where is the difference

- Strategy

By employing strategic thinking, marketing uses the pull strategy and generates interest in the products or services. Sales people are 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 relationship building; sales applies the received info and tips for achieving the ultimate result - a paying buyer and customer satisfaction.

- Perspective

Due to marketing search, the company gets the market view from the customer's perspective that directs the organization to the targeted audience or group.

Sales work in the opposite direction and present 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 customer relationship management, sales try 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 a product or service and looks for ways to fulfill customers’ needs by the company's offers.

Achieve a set quota and fulfill sales volume objectives from sales plans are the key targets for the sales teams.

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.

marketing vs sales blue

Integrating sales and marketing

Despite the difference between marketing and sales, they are working together, and only in synergy they reach sales goals and bring revenue to the business owner. Sometimes there can be friction and misunderstandings between marketing and sales managers as they work for the same purpose. Also, if someone slows down the other pulls them up. Don’t know how to avoid it? Here are some useful tips:

Hold regular sales vs marketing meetings for full-fledged communication. During the communication process, exchange ideas and plans, tell each other about workflow issues to find fresh ideas, or just talk about work.

Sales are closer to clients, as a result, they are familiar with buyers’ persona, needs, and desires and know their real problems. In their turn, marketers collect information about customers’ loyalty to the brand and the interaction between buyer and company. Both teams can exchange valuable info and improve each other's results.

Join common goals. Join marketing and sales goal planning with common goals and actions. Marketers can help sales with personal social media management and increase their expertise on the net. In their turn sales can present real cost measuring of team results using extensive sales reports.

Incentivize your marketing team. Salespeople are always rewarded for their work according to their result, however, marketing attracts leads and prospect and help sales to convert them into buyers. Sales get the reward as they close the deal, but it is just a final stage where they were led by marketers.

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. However, in small businesses, even both teams do not always know what is the difference between marketing and sales. Both teams work on developing a trustful relationship with customers and boosting revenue. In short, you can achieve high results by setting up workflows for both teams with communication as a must.

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