Is marketing sales?

Marketing and sales are often mentioned in the same breath. The basic objectives of marketing are to build a brand, improve the visibility of products and the company on the market and increase sales. Sales focuses on converting customer interest in services and products into a purchase.

Is marketing sales? Marketing is not the same as sales, but the two work closely together. While marketing has the task of making services and products visible, sales stands for direct sales. Both parameters are relevant to the success of your company, but differ in their range of tasks.

Marketing and sales are used in a company to generate and close leads. These are two important areas of your company that can have a significant impact on your success. Sales should be seen as a part of marketing.

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It is almost impossible to run a successful sales organization without good marketing. However, the reverse is also true. For your sales to be successful, you need an excellent marketing strategy in the run-up and in the follow-up.

Where sales should be classified in marketing

Marketing is based on the marketing mix, which is made up of the four "Ps". In the overview of the four "P "s, it quickly becomes clear where sales is to be classified as a part.

Product (product policy)

The focus here is on the product. Product policy is about placing your product on the market. The design and material of the product, the development of the name and image and the presentation of the benefits all have an influence on marketing.

At this point, marketing also intervenes in the design of the packaging and lays an important foundation for sales.

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Price (pricing policy) 

The pricing policy is also a basis with which the sales department then works. The marketing department has the task of determining the right price. This is based on the average purchasing power, the preferences and habits of the target group and the financial expenditure that your company has with a product.

The aim is to determine the optimum price with the highest possible profit margin without losing the product's ability to assert itself against competitors.

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Place (distribution policy)

The distribution policy stands for the communication of products and services to the customer. This is therefore where sales are classified. Companies often also refer to this as sales policy.

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Promotion (communication policy)

Promotion is probably one of the most important factors in connection with marketing and sales. It involves the creation and implementation of marketing measures to make people aware of your product.

The interplay of personal communication with prospective customers via sales, as well as online and offline marketing, must be perfectly coordinated.

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A look at the AIDA formula also makes it clear where marketing and sales are positioned. Attention, interest and desire are the three areas in which marketing comes into play. When it comes to action, it's sales' turn.

The differences between marketing and sales

At MORE. we act as an external marketing department for companies. Our extensive experience has shown us where the differences between marketing and sales lie. In order for you to benefit optimally from both areas, it is important to know the differences.

#1 The field of vision

The field of vision of marketing in relation to products and services is comprehensive. In order for a brand or product to be placed on the market, the marketing strategy must be comprehensively developed. This begins with the analysis of the market.

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• What is the target group's need in relation to the planned or existing product?

• What is the competitive situation like?

• What does my target group look like?

• Where would I like to advertise the product?

• How do I generate a purchase request?

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Analysis is one of the most important foundations in marketing. As an external marketing department , we carry out comprehensive analyses of the market, target group and product . This enables us to create the optimal marketing strategy.

#2 Defining the target groups 

Target groups are defined in marketing and addressed in sales. This means that the difference in terms of target groups is well defined. Sales must know the target group in order to take care of sales.

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However, in order to appeal to as many people as possible with the product, it is important for a company to know which potential customers might be interested in it in the first place. This is where marketing analyses come into play again.

#3 Awakening needs

It is often wrongly assumed that the customer's needs and desire to buy are aroused by the sales department. However, this is not correct. An interesting aspect of this topic is information shared by Forbes:

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"B2B customers today progress more than 70% of the way through the decision-making process before ever engaging a sales representative. If you're so focused on what happens in the latter 30% (pricing, discounts, and sales tactics), then you'll miss the first 70% and wonder why your pipeline isn't filling up any faster." 

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(Ryan Erskine, Former Contributor, "How To Turn B2B Buyers Into Sales, Leads, According To Data")

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In 70% of cases, the purchase decision has already been made before the sales department comes into play. In our experience, many companies still focus too much on sales without paying sufficient attention to marketing.

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However, our experts know how important it is to pick up customers before they even know that they need the product. As an external marketing department, we at MORE. support you right from the start with the successful market launch of your products.

#4 Closing of sales

When it comes to closing sales, the sales department comes into play. The product is already finished and launched on the market. Now sales strategies must ensure that the purchase decision is finally implemented . This means that the sales department works at the top. The probability of successful sales has already been influenced by marketing.

The similarities between marketing and sales 

But marketing and sales do not only have differences. The similarities arise where the areas overlap.

#1 Working with customers

In both marketing and sales, the focus is always on the customer. Even if the approach is different, both areas have the goal of reaching, informing and convincing customers.

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This starts with advertising, which is implemented by the marketing department and carried out both online and offline. The marketing department interacts directly with customers through social media campaigns. This involves engaging in discourse, answering questions and disseminating information. Offline campaigns, for example in department stores, are a direct interaction between marketing and sales.

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The campaign is developed by Marketing, Sales helps to implement it on site and, ideally, ensures that sales are closed.

#2 Keeping an eye on success

One of the biggest similarities between marketing and sales is the goal. This is always to increase sales. Of course, increasing turnover can be achieved in different ways. Ultimately, however, it always has the goal of sales. This is precisely why it is important that marketing and sales do not see each other as competitors, but value effective cooperation.

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For us at MORE. it is particularly important to implement close cooperation with sales right from the start. Effectively developed service agreements ensure that the customer base data is available for marketing and sales and that the work is linked.

Marketing and sales measures merge into one another 

Is marketing sales? This question can be answered with the sentence: At a certain point, marketing becomes sales. In the following overview, we have compared marketing and sales measures to illustrate once again why sales and marketing build on each other.

The overview clearly shows that both sales and marketing have their own departments, but that the departments also meet in order to successfully increase sales.

Hand in hand, marketing and sales ensure success 

The advantage of marketing strategies is that they are much more flexible and can also be adapted in the individual phases. As an external marketing department, we are therefore able to focus on the desired sales tactics and tailor the campaign accordingly.

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From direct sales and one-to-one meetings to comprehensive on-site promotional events and networking, everything can be prepared through marketing. The qualification of leads through the marketing strategy ensures that the sales department can subsequently close the sale in the best possible way.

Conclusion: Marketing is only partly sales

Although marketing and sales belong closely together in a company, there are still many differences. This makes it all the more important to find a professional basis on which the departments can work together, share information and focus on the success of the company.

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Our experts at MORE. see it as a matter of course to maintain close contact with the sales department and focus on successful collaboration. In this way, sales growth can be achieved even more effectively.

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