SALES AND MARKETING ARE BEST FRIENDS - THEY SUPPORT EACH OTHER TO ACHIEVE OUTCOMES AND ARE INEFFECTIVE WHEN WORKING SOLO.
At A.P.E Consulting we are great believers that sales and marketing work closely together, there is a genuine intersection between the two and neither exists without the other.
Some people think that marketing is all about costs and sales is all about making money, but really sales and marketing are best friends – they support each other to achieve outcomes and are ineffective when working solo.
Typically, our customers deal in either one or both of the following areas of business:
Business to Consumer (B2C)
- Converts Shoppers to Buyers
- Product drive, transactional
- Small number of decision makers & stakeholders
- Short sales cycle
Business to Business (B2B)
- Converts Prospects to Customers
- In depth, technical products & services
- More decision makers & stakeholders
- Longer sales cycle
Dr Phil Kotler’s well known Marketing Mix, the 4Ps of Marketing emerged in the late 1940s; modernised into the form we know today in the 1960s. It is seen as a foundation model and recognised as the key aspects of marketing goods, products or services.
Motorola are credited as being one of the first companies to pioneer what is now accepted as a more appropriate model for B2B marketing, championed by Eduardo Conrado, Senior Vice President Marketing and IT:
The SAVE model refocuses the 4Ps model. It shifts the focus from being product focussed to customer focussed and is more educational in its approach as opposed to promotional.
The SAVE model modernises the approach to marketing. B2B customers in the modern world are more empowered in the business-customer relationship that ever before. Understanding the customer’s world & concerns earlier in the sales process can help create and deliver more value for them; building stronger mutual beneficial relationships and setting sales teams up for success.
“Sales is the art of facilitating a mutually beneficial problem solving solution”
Sales managers can ensure that the necessary positive pipeline filling activity aligns with the marketing strategy.
Sales teams can design their Sales Playbooks to complement the marketing messaging in a focused, targeted manner. Territory and call plans can be prepared to support the target markets & customers identified through the marketing analysis and resulting strategy The sales teams’ efforts are in turn supported with appropriate events, collateral and marketing campaigns that reflect the marketing strategy. Throughout this activity the sales teams can feed back customer & market commentary to the marketing team to enable review and tweaking of the overall strategy.
In summary for Sales & Marketing to be successful they must work together:
Marketing works to support the sales effort, for example:
- Ensuring sales talk to the right people at the right time
- Helping sales understand and focus on target customers
- Providing messages that resonate with the customer
Sales works to support the marketing effort, for example:
- Gaining customer insight
- Providing customer feedback
- Providing market feedback