Sales and Marketing - together but separate | The Sales Manager

Sales and Marketing - together but separate

A lot of businesses tend to merge the two of these disciplines together and whilst there is a crossover to an extent, there is not enough to merge them entirely. I find it particularly difficult to swallow when I see Sales and Marketing roles advertised as one.

Sales and Marketing personalities

Julie often talks about her Director personality, which means she likes people to get to the point, quickly, make decisions quickly and she sometimes struggles with detail especially on a grand scale. Now, salespeople have a good dose of Director personality but like most people, they have characteristics of the other personality types. Marketers tend to be higher on the Thinker/ Relater spectrum with those true creatives being very high Socialisers.  I am a Thinker but I do have Director characteristics, but that part of me doesn't’t come naturally as my Thinker side. I’d much rather be in the office analysing client campaigns, but as a business owner, I need to step into my Director personality to make decisions and to make sales.  Most people can do the same but they will always favour one aspect and prioritise that over the other.

What does this have to do with Sales and Marketing working together?

To combine a sales and marketing role into one is difficult because you’d favour one over the other whilst be expected to do both. If you had a strong sales person, they’d be a lot like Julie and if you had a strong Marketer they’d be a lot like me. (Apologies on the “tooting” of one's horn.)

Julie and I work exceptionally well together. When I talk to Julie about her marketing, I ensure to get to the point very quickly, not throwing in the detail unless she wants it. If Julie does want the detail, she generally puts concentration time aside to look at it. With me, if Julie needs me to make a decision on my telemarketing campaign, she has to give me the detail that I require and leave me to digest it. I then need to look at it, mentally shake myself and tell myself to make a decision.
With Julie’s clients, we work with Julie and Sian-Blue to decide on the best focus on the campaign. Naturally, sales want to close the business, but we also have a job to do – to educate, inform and endear ourselves to them.

Sales steps in at the follow-up stage, but marketing can help with information to help them do the follow-up or even close the sale; Marketing won’t be the one closing the sale. Let me simplify it for you:
 
  1. Marketing sends an email newsletter – spending the time writing it so it triggers and resonates, getting people to open, click and hopefully off their own backs to contact directly.
  2. Marketing pulls the report and highlights to Sales the people that need contacting based on their behaviour of reading that email. We can tell them who opened it, how many times and who clicked on what.
  3. Sales job is to contact them directly to talk about what that newsletter says without citing it word for word or telling them that we know they opened/clicked.
  4. Sales job is to develop the relationship, hopefully, get an appointment/sale. Or perhaps, they may have a follow-up to call them again when they will be ready.
  5. In the meantime, marketing will continue educating through email and other channels like social media so that when sales do call again, it would have hopefully sped up the process to the next stage.
  6. Sales job is to eventually close that business.
So, sales and marketing work together but are separate entities. We both need to understand what the other needs,  how the other works to be successful and give them the respect and thanks they deserve.

I find it very commonplace in larger organisations that often, they are too separate and blame the other. “Marketing isn’t bringing me leads.” “Sales isn’t closing business.” The best type of sales and marketing department is to play to their strengths but work together to achieve best results.

What are your strengths?

I want to convey that we all have our own strengths and whilst we can step up our game in some areas when we need to, it doesn’t feel as natural so we tend to avoid it. The question is this; can you outsource the activities that don’t come naturally to you? If you can’t that’s okay; you are probably a business owner. The best thing is to learn all you can to do it but recognise that it may take you longer to do. As always, I am here to help on the marketing side and Julie (and Sian-Blue) are ready to help you on the sales side.