What’s the Difference Between Sales and Marketing?

The following is adapted from Demand-Side Sales 101.

People have become confused about the roles that sales and marketing play in a business. Some think sales is in charge of cash flow, and some believe that marketing is in charge. Some even lump sales and marketing together, thinking they’re the same thing, and have the two departments as part of the same team. So who’s right?

It’s a difficult question because both help produces sales, and they both interact with the customer. But there’s no doubt that salespeople are the ones who close the deal.

Marketing is a high-level job that reaches a larger audience than sales, which tends to deal with a one-on-one relationship with the customer. But they are a team, and they must work closely together to make sure the transition from potential buyer to buyer is seamless — and complete.

Marketing — Sales at a High Level

Marketing is like advertising in that it helps the sales team sell the product or service. Marketers tend to focus on features so they can attract the widest audience. They work at a very high level, creating personas, or imaginary customers, based on demographics such as age, ZIP code, and income level. Sometimes they may conduct interviews with real people, but they tend to turn those interviews into two or three personas that represent what they heard in the interviews — and ultimately, they represent the entire market for the product.

Then it’s execution time. They then use marketing strategies to capture customers’ attention and get them interested in the product. Marketing is not just about brochures anymore. It now encompasses many different forms of media, including websites, email campaigns, social media, and online advertising. It casts a wide net, but there’s little personalization to it.

Sales — Real People, Real Situations

Sales, on the other hand, is more complicated. It’s more detailed, and salespeople deal with real customers, sometimes face-to-face. Because of this, they have to know the actual person and their likes, dislikes, desires, and fears. They ask questions. They listen. The more information they know, the better they understand the customer and the easier it will be to help them find a product or service that meets the customer’s needs.

Salespeople should know marketing as well as sales, but they must know how to connect with people and show how the product or service meets their needs. They also ensure product delivery and manage the cash flow side of the business. Many times in a small business, the founder is a salesperson because they know more about the company than anyone.

It’s Not All About Differences

Despite their differences, the two disciplines do overlap at times. While marketing tends to focus on the product, its strategies can appeal to a customer’s emotions and thinking. Salespeople do the same thing when trying to close the deal. All customers want is to solve the problems in their lives and make progress. Marketing and sales are locked in step with this idea.

Sometimes it’s the job of marketing to create interest, or brand awareness. For example, a marketing campaign might center on a new car and the features it has. It may appeal to a customer’s sense of social status, and they might look up the car on Google or even travel to a dealership to test drive a car. It’s then up to the salesperson to make the sale, talking to them about their needs and desires, and fitting them with the car that fits those needs.