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Square Up For The Challenge

In years past, I came across various marketing programs, mostly in business-to-business companies which were openly disgusted with their sales force. Conversely, their sales force thought that marketing could not tie their shoes and chew gum at the same time. Or so they said.

Eventually it became the norm, not only in business-to-business but other types of small business. Mostly, people were looking for someone to blame. For example, a key marketing attribute in B2B is to differentiate customers from one to another using targeted personalization. Building segments with personalization was the usual starting point in their marketing campaigns.

The big problem still exists.

Databases lead to customer relationship management software to store collected data to lump prospects and customers with similar traits. Sounds reasonable, but to keep this article short, read the quote by Mr. Thomas Wieberneit.

“CRM is over 30+ years on and salespersons still hate it.” 

Thomas Wieberneit,

Customer Think, July 9, 2019

It pays to get along!

I was always intrigued by the dislike between the two departments. Marketing is everything management can do to increase income using attention and attraction for salespeople to sell more goods and services.

For example, advertising is a tactical tool of marketing to announce products and services are available for sale. The sales team works with advertising promotions to gather interest and sell goods and services.

Sales is a tactical tool under the umbrella of marketing.

Advertising and sales, in small business marketing, must be in unison with marketing.

1). Here is another definition of advertising to think about – an audio (podcast or video) or a visual form of marketing communication that employs a sponsored message (on social media, webinars, websites) to promote and sell a product or service using skillful ideas by a variety of businesses or organizations. This is a channel marketing tool based on reaching your customer.

How do you know it will reach a prospect, let alone a customer?

2). What are sales classified? An exchange of a commodity or service, at a one-to-one encounter, at a price to obtain a good or a service.

Yes, it is another marketing channel not for everyone.

You have options.

Looking at combining sales and marketing, servicing a small business may work when having:

  • All advertising and sales have a shared vision.
  • Facing the challenges together.
  • Improving communication and learning from each other.
  • Meeting goals and improving efficiency.

In most cases, company leadership tries using a band aid to close a much deeper wound. Never hesitate to increase sales with advertising in a small company. Usually, there are a variety of ideas that will help you build realistic goals when moving forward.

Most people agree that marketing, advertising, and sales are undergoing a makeover. If marketing and of sales collaborate, this will help a company become better marketers.

Thanks for reading.


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