Sales and marketing - it’s all so clear outside our windows

Only last week at a business event did it become clear just how little is understood about modern marketing.

A very bright woman with the title ‘Sales & Marketing Director’ on her business card was at a loss how to adequately handle the marketing half of her responsibilities.

As far as sales management goes, her national team is well organised and adequately resourced.

But in marketing she falls short. Not because she lacks talent but because, blindly, yet another company has lumped sales and marketing into the one basket.

For those of you in the same predicament, considering these 5 points may ease your angst: 

1. Sales and marketing are completely different
2. Just look out the nearest window for answers
3. Personal and very direct
4. Analysis and R.O.I
5. Are these your greatest challenges?

1. Sales and marketing are completely different

It is a fundamental mistake to think they the same thing. These two business disciplines couldn’t be more different from one another, yet in Australia the age old default action is to assume they are one and the same.

They are as alike as macramé and nuclear physics, and ‘Sales & Marketing Manager’ routinely appears on business cards of those representing technical, industrial and IT businesses and corporations.

“We have designed so many advertisements for magazines, spent nearly $200K for a three day stand at an expo, and spent big on a well located billboard but I don’t think it is working,” she said to me.

She was at a loss how and why the exercise can burn budgets so quickly.

2. Just look out the nearest window for answers

She seemed in total despair and I did what any modern specialist consultant should do – I took her to the closest window with street views.

I pointed her attention to throngs of people walking by. Most were in business attire and about half seemed to be engaging their mobile phones or tablets as we watched.

This simple real-time exercise sums up how things have evolved with technology but most Australian companies continue with antiquated methods.

3. Personal and very direct

While her company budget has been spent on static advertisements in defined locations, the potential market of her company now reaches for the most convenient carriage device and finds it through Google.

In this way you pay less, see fast results, get international coverage if you want to, and basically generate leads while educating the market on your capabilities and special touch.

4. Analysis and R.O.I

And, unlike outdated advertising techniques, you gain analysis and constant test and measurement to tweak your activity and genuinely identify R.O.I.

Effectively, with the right guidance you become not just a brilliant marketer; your organisation becomes a publishing company in its own right, controlling its own power base and reaping all the recognition and rewards.

5. Are these your greatest challenges?

• Budget blowouts
• Lack of technical understanding
• Work overload
• Internal politics

If any of these are among your greatest challenges, have a glance at the free download. It’s an easy read and may just change your strategy forever.