How to Set Effective Sales Targets ( Breakdown of sales and marketing )

Establishment of a correct record

Many people in the business world, especially those who depend on sales and marketing for success, do not really have a concrete idea of ​​what sales and marketing are exactly. Yes, the two are linked, but they are not one and the same thing. Sales departments rely on marketing; marketing departments and strategies exist to drive sales (note that I didn't say "make" sales). You wouldn't be marketing if you had nothing to sell, and your sales strategy would be much less knowledgeable and successful if it weren't for your marketing efforts. Yes, many old-school sellers (or dynamic small entrepreneurs) are quite capable of doing business on their own and may even have proven marketing tactics up their sleeves - but few have the time, skills or technological resources necessary to effectively exploit the true potential of their market.

A common mistake made by older, more established companies is to assume that sellers are good at marketing and that marketers are good at selling. In some cases, this may be true, but certainly not in all cases. While trying to conserve capital, many of these companies are trying to combine their sales and marketing services, essentially giving their employees two job descriptions, and that is usually a bad decision. It is no coincidence that newer companies, tech giants and organizations that employ large numbers of millennials are killing it with their marketing efforts.

The dismantling

  • As the decimal article explains, some of the key responsibilities of a sales team include:
  • Follow-up
  • Relationship building
  • Closing
  • Retention

The hallmark of a great seller is the ability to cultivate a personal relationship. Many consumers who have stayed with the same brand, dealer, or trade show for years will say that they appreciate the personal attention they receive. It is not the responsibility of a marketing employee to follow up with a seller's current customer after the lead has been transmitted, or to convert a lead to a sale, to "close the deal" or to ensure that the customer remains a customer for many years. Unless you have an exceptional relationship with a competent seller, product quality and an excellent general experience are the main elements that will encourage customer loyalty.

In terms of marketing, the main efforts are:

  • Sensitization
  • Commitment
  • Conversion (from anonymous to known)
  • Retention

The job of a seller is not to promote their brand, product or service. If they are expected to use their energy to make sales by building leads and relationships, then how can we expect them to have the time to do the prep work that will allow them to bring these tracks to the table in the first place?

The marketing department creates awareness, strengthens engagement by creating information that will prompt audience members to act, and targets and tracks engagement by motivating audience members to provide contact information or to initiate a free trial or consultation (by switching them from a cold prospect to a known prospect or potential buyer). It is important to note here that the retention function of a marketing department does not really overlap with the retention efforts of a sales team.

On the sales side, customer retention relates more to the seller's efforts to use the relationship with the customer in order to continually check with him, to try to engage him in other discussions on other products or services that could interest him and seek to refer him to his friends and family members. In terms of marketing, however, retention is about maintaining a higher level of constant engagement (through targeted marketing based on purchasing preferences, interests and background) so that the relationship with the customer does not end. not complete upon initial purchase. The newsletters you receive by email after becoming a customer somewhere are no coincidence - they have a purpose and are often tailored to the things you have seen or expressed interest in. A sales team simply does not have the knowledge, time or often the resources to execute this type of strategic campaign.

The perfect coexistence of all this

The ideal sales and marketing relationship is a symbiotic relationship. Marketers and salespeople work together to determine what consumers need and how to meet them. Sales and marketing should motivate, inspire and feed each other. They should collaborate and coexist. In the hierarchy of the corporate food chain, sales and marketing should not be seen as rivals or equals, but as counterparts. One really can't exist without the other, but their skill sets are not the same - especially today, where advances in technology require that the modern marketer has a very specific skill set, sophisticated and competitive that most sellers just don't need.

This is why many marketers are introverted, analytical, and thoughtful individuals. Whether it's calculating numbers and analyzing data, compiling trend reports and conversion rates, or writing great ads and creating great websites and related materials, they must focus intensely on what works and what doesn't, and adjust their creative efforts accordingly. Usually, a marketing department is made up of creative people, analysts, and more tech-savvy people (who delve into the numbers and algorithms behind the advanced marketing tools).

On the other hand, many salespeople are extroverted - they light up a room, they have excellent "human relations skills", can easily relate to others and have the ability to grasp social cues that could help them conclude a sale. Often, salespeople take a broader view, preferring to spend their days with appointments and meetings - activities that build relationships - rather than sitting behind a desk doing what a marketing department does. does the best. For this reason, many vendors have administrative assistants who help them with follow-up, filling out forms, scheduling appointments, making phone calls, making proposals, and managing the calendar. This type of functional assistant role is less common in the marketing field.

Share your thoughts

Be sure to read the full article (and let us know how it compares to our post) for additional information on the relationship between the sales and marketing teams. Join the conversation: Based on your experience, what have been the key elements of a successful sales-marketing partnership?

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