Need to integrate marketing and sales

Marketing and selling in tough economic conditions:

Prasanna Perera Marketing and Management Consultant, Chartered Marketeer, CIM UK

In many organizations, Marketing and Sales have been separated. I wonder if this is for operational reasons, habitual reasons or for no reason!

It must be remembered that Marketing is a holistic discipline and Sales is a part of it. (Of course an important part).

Should it be Marketing Vs Sales or Marketing and Sales?

I have been observing that in many organizations, there is a confrontation between Marketing and Sales. Why? Firstly, top management encourages it, so that neither Marketing and Sales personnel become too important or powerful. Secondly, there is a clear lack of understanding of what Marketing and Sales is about. Thirdly, it is now a fashionable thing to practise.

Creating a confrontation between Marketing and Sales, will be detrimental to the organization in the long term. Marketing and Sales are like two sides of the same coin. Distinguishable but inseparable. Hence, what must happen is an integration between Marketing and Sales, so that the organization is able to achieve its objectives.

Marketing Vs Sales ---> One More Time!

What is Marketing? It is a management process responsible for the identification, anticipation and satisfaction of consumer needs, through products and services that meet the identified consumer requirements, at a profit.

Sales on the other hand, is a transaction, between a buyer and a seller. In short, sales is the action part of Marketing. (Makes Marketing happen).

Marketing develops products, services and brands, prices them, brands products, promotes them etc., On the other hand, Sales identifies customers and sells products and brands to them. Basically, making the right product and service available to the customer at the right time. (Distribution and Personal Selling).

As can be observed from this diagram, Marketing is a 'holistic' discipline, that contains many components. 'Sales' is a very key component and is the "action" part of Marketing. Hence, Marketing does not equal Sales. This must be kept in mind. Sales is a sub-component of Marketing. (But an important one).

How to Integrate Marketing and Sales?

There has to be representation of Marketing at board level, such as a Director or Marketing or Director of Marketing and Sales. This individual has the responsibility to ensure that Marketing Strategy delivers shareholder value. If Marketing and Sales are separated for operation reasons, this board level representative must integrate both together.

Clear job descriptions and responsibilities must be given to the Marketing Manager and Sales Manager. This is important for creating a strategic focus and to avoid duplication of tasks.

Both the Marketing Manager and Sales Manager must be educated on how their respective responsibilities integrate.

No internal politics must be entertained from either the Marketing Manager or Sales Manager. This sales belief of not requiring Marketing inputs to sell, must be addressed and corrected. How long are you going to sell, if the product and pricing is not correct? If no advertising and sales promotional support is given?

Rotate Marketing and Sales persons to obtain exposure in both areas. This will create a better understanding of the need to work together, for the common good of the organization. To become a top marketer, selling experience is also essential, besides Marketing.

Get the salespersons professionally qualified in Marketing. This will open up their minds to appreciate the synergies between Marketing and Sales.

The organizational culture too plays an important role, in creating integration between Marketing and Sales. A short term thinking culture, creates an overtly sales oriented outlook.

A long term focused culture, creates a more marketing oriented outlook. Hence the leadership of an organization plays an important part in integrating Marketing and Sales.

The Benefits of an Integrated Marketing and Sales operation

The benefits are many both for the organization and the employees. Through an integrated approach to marketing and sales, organizational profitability, sales revenue and productivity can be improved.

This will ensure that shareholder value is delivered.

Less friction between Marketing and Sales, will create a more favourable organizational culture and climate.

This will also lead to greater employee and customer satisfaction.

The synergistic impact will also propel organizations to achieve above average growth, so vital in highly competitive and difficult times.

An integrated Marketing and Sales effort will also lead to better co-ordination between Marketing and Sales and other functional departments.

This will create teamwork cross-functionally as well.

As outlined in this brief article, Marketing and Sales are not two separate functions but one. Sales is a part of Marketing, albeit a very important one.

The inter-dependency between Marketing and Sales should be nurtured, to the benefit of all stakeholders.

"Marketing and Sales are like two sides of the same coin.Distinguishable but inseparable."