Target Drives the Sales, Marketing Needs a System

2022-03-08 00:00:00

If you go and look for the differences between marketing and sales, you will find a plethora of articles illustrating that the former creates a database of leads, and later helps in converting those leads into sales. It's all right. However, when you go about implementing this, you will realize that marketing and sales need much more than understanding these superficial differences. They need different treatments and motivations to be successful.

In sales, you talk to one person. In marketing, you talk to a group of people. If you're an excellent salesperson, you know your prospect's interests and needs. As a result, you can talk at his level, offer him what he wants, and close the sale. While marketing can create micro-segments of audiences and target them independently, it is easier said than done. It's easy to say that a brand will be consistent while targeting so many different demographics. The truth is that marketing to so many different types of people requires a lot of repetition and consistency.

Salespeople are responsible for prospects that are leads. And he/she is responsible until the closure of that deal or opportunity. In certain cases, depending on the nature of the business, a salesperson can be involved with the customer even after the closure. A salesperson is usually very busy with newer prospects. A salesperson gives most of his/her attention to trying to bring in new people into the organization. The salesperson is talking to the customer only for a limited period of the buyer's journey. On the other hand, a marketer should be communicating with the customer throughout the buyer's journey. And while marketers should be communicating over a longer timeframe, they should have a structured approach to communication as they are not targeting individuals, but groups of individuals. They must have a templated approach to communication and must use the element of personalization.

The salesperson can achieve their quota in a particular quarter and have some time off before they hit the customer acquisition trail again. The marketing team doesn't have such time off, however. They are at the task round the clock. Marketing activities such as articles or blog posts take time to see results. Articles that are put into newsletters will need to be edited, scheduled, and published. Each article will have a different timeline from the day it was created. It's always exciting to get positive feedback on your work, but it's even more exciting when you get it right away. The problem is that by the time a content writer realizes that his or her piece is working well, it can take several days to get that feedback. This delay takes away the excitement of success and the marketing team has to deal with it without losing on energy.

This intrinsic difference between marketing and sales work nature and expectations demands different approaches to success.

Taking a cue from the book Atomic Habits, the marketing team needs a system that will guarantee success. Goals for marketing are not enough to ensure consistency every quarter and year. A great marketing system, however, can ensure predictable performance with a high degree of confidence.

How do you know whether there exists a marketing system?

It's not difficult to understand whether or not your business has a marketing system in place. If you hear statements like these around then you're trying to set goals for the marketing team.

  • Let's rank number 1 for this 'x' keyword
  • Collect 1000 leads before the end of the quarter
  • Let's write a blog about 'x' as this event is happening next week

Goals are not bad, but they're not enough. Actionable goals can work for marketing, but they won't guarantee a consistent win. Let's see if we can do better by translating goals into systems of work. Let's take the same statements and relook them from a system point of view.

  • What is our keyword selection and SEO strategy for brand or industry keywords?
  • How are we going to acquire leads from our blog?
  • How are we going to spot events of interest happening next month and include them in our content calendar?

The answers to these questions will give you a system for marketing tasks. Once you have a system, it's easier to manage your marketing activities. With a system, you can turn your goals into a way of life. By working proactively, you don't have to deal with potential marketing opportunities individually. You will identify them as part of the process and address them in a well-planned manner.

You can put your organization into hyper-growth mode by understanding the differences between marketing and sales, and creating a conducive environment for both these functions to flourish.

Marketing and sales are two business development functions that must work together in perfect unison as they both play vital roles in the organization's growth. Marketing is a creative process that requires a systematic approach to creativity for predictable results. Sales involves building relationships and rapport with prospects operating at an individual level.

Growth-driven organizations must find a way to reconcile marketing and sales functions, allowing them to work at their peak levels, independently yet cohesively.

Mandar Thosar
Mandar Thosar
Marketing Consultant and Data Scientist
Mandar is a Growth consultant for SMBs. He helps SMBs achieve their business goals using growth hacking, inbound strategy, and digital marketing best practices. He works closely with the marketing teams to develop strategies, initiatives, programs, and tools to drive brand awareness, business development, and revenue opportunities.

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