Marketing Versus Sales – What is the Difference?

The marketing and sales functions within a business are often confused as being one in the same thing, when in fact, each are entirely separate operations.

Although intrinsically broad, the foremost function of marketing within an organization is to understand the needs and wants of the target market. Products and services can then be promoted in such a way as to raise awareness and interest within that target market.

Marketing supports the sales function by making it easier for the sales person or team to approach a customer, who having been exposed to the company’s products and services, is both less resistant to engaging with a sales person and more informed as to the product or service on offer.

So, marketing does:-

• Discover what customers want
• Help hone products and services that align with what customers want
• Help ensure pricing is competitive or justified
• Promote products and services by raising awareness
• Maintain awareness within a customer base to make future sales easier
• Maintain a professional image for the company

In very basic business flow terms, the marketing function in a company would look like this:-

This diagram reflects how the marketing and sales functions support the core business function. All functions are interlinked – meaning they influence each other, yet all are entirely separate in their actual function.

Marketing does not:-

• Generate leads
• Actively sell products or services
• Maintain close relationships with customers
• Deliver services and products the customer is paying for

In marketing, we seek to understand what a group of customers (target market) wants and create promotional material based on that. In sales, more time is spent on actually selling a product/service or variation thereof to an individual customer. Marketing deals with a macro anticipated need, while sales delivers individualized solutions to customers. Marketing develops awareness, while sales maintains lucrative relationships.

When planning the sales and marketing function within your business, be sure to draw that line between what the marketing and sales team is responsible for achieving. This will result in greater successes and more targeted results in the long term.

Author: Jolene Bestbier