Sales vs.
Marketing
Presented by:
Debra Andrews, Marketri LLC
Sean Galt, Thompson Networks
SALES VERSUS MARKETING
AGENDA:
• SEMINAR GOALS
• DEFINING SALES AND MARKETING
• AUDIENCE SALES AND MARKETING ASSESSMENT
• UNBALANCED SALES / MARKETING EFFORTS
•CONSEQUENCES
• INTEGRATION OF SALES AND MARKETING
•WHY SHOULD THEY WORK TOGETHER?
• BEST PRACTICES IN MARKETING
• BEST PRACTICES IN SALES
• THOMPSON NETWORKS’ CASE STUDY
SEMINAR GOALS:
• SEMINARS
• REFERRAL MEETINGS
• DIRECT MAIL
• NETWORKING
SALES VERSUS MARKETING
DEFINED
HYBRID ACTIVITIES CAN BE CLASSIFIED AS
MARKETING AND/OR SALES DEPENDING ON
HOW THE TACTIC IS HANDLED.
MARKETING SALES
WHAT IS YOUR SALES & MARKETING SPLIT?
• Do you have an in-house or outsourced marketing
professional?
• Do you have an in-house or outsourced sales
professional?
• Do you have an annual marketing plan? Sales plan?
• How consistent is your brand: logo, business cards &
papers, print collateral, Web site, promotional products
• Do you do advertising?
• Do you host at least 2-3 seminars throughout the year?
Do you follow-up with non-client seminar attendees?
• Do you send out direct mail? Do you follow-up with
phone calls?
• Do you write and distribute press releases & regularly
pitch the media?
• Do you have a brochure?
• Do you have customer / prospect newsletters?
WHAT IS YOUR SALES & MARKETING SPLIT?
• Do you attend 2-3 networking events per month? Do
you record contacts in a database? Do you follow-up
with the contacts that you have met?
• Are you on nonprofit boards? Do you reach out to
other board members?
• Do you maintain a database? Do you call at least 10
prospects per month from your database?
• Do you have 2-3 sales calls per month?
• Do you have a regularly maintained Web site?
• Do you maintain sales pipeline reports on a monthly
basis?
• Do you set goals for calls, meetings and proposals
monthly & annually?
SALES AND MARKETING
IMBALANCE
PURE MARKETING
MARKETING SALES
BRANDING
NEWSLETTERS SALES CALLS
PR PROPOSALS
TIME
INTEGRATING SALES &
MARKETING
THE CUSTOMER LIFE CYCLE
1.
Marketing is important but not
urgent.
We don’t dare neglect it, but since
immediate results won’t follow from
our marketing efforts, it’s safe to say
that immediate consequences won’t
either.
COMMON REASONS FOR NOT MARKETING
2.
Marketing forces positioning and
focus.
By avoiding marketing and positioning,
we can still carry a half dozen magnetic
signs in the trunk, putting the most
appropriate one on the car door for
those sales meetings.
COMMON REASONS FOR NOT MARKETING
3.
We can hardly handle the amount of
work we already have.
Marketing is as much about control as it
is about growth. In other words,
marketing enables you to attract a
certain kind of work, defined as
profitable, enjoyable, etc.
COMMON REASONS FOR NOT MARKETING
4.
I don’t know how.
Marketing is a discipline that needs to be
learned just like finance, accounting &
human resources. Let’s look at how best
to get marketing resources for your
organization.
MARKETING RESOURCES
There are two types of marketing resources: in-
house or outsourced. Which resource or
combination of resources is best for your business
will depend on its industry (competitive situation)
size, goals and budget.
In-house: Outsourced
• CMO • Marketing
Consultant
• Marketing
Manager • Advertising
Agency
• Marketing
Coordinator • Web
Developer
• Graphic
Designer • Copy Writer
LEVELS OF MARKETING – WHICH DO YOU NEED?
CMO; V.P. or
Director of Strategy, Planning,
Marketing Management
7+ years
Educated Marketing
Tactics, Execution
in Manager
Business 3-6 years
Marketing
Coordinator; Tactics,
Administrator Administration
0-2 years
LEVELS OF MARKETING – WHICH DO YOU NEED?
Educated in
Graphics, Educated Web
Art, Design Development;
Programming; Design
MARKETING BEST
PRACTICES
BASIC MARKETING PRINCIPALS
• Segmentation
• Differentiation
• Implementation
MARKETING BEST
PRACTICES
BASIC MARKETING PRINCIPALS
Segmentation
• Who are your customers (by industry,
demographically, geographically)?
• How can you cluster your customers together
based on similar purchase preferences?
• How profitable is each customer group?
• Which customer groups should you target?
Differentiation
• What businesses compete for the same
target segments?
• How do they market themselves to stand
out from the crowd?
• What are your company’s strengths &
weaknesses?
• What are your competitive advantages?
A Case
Study