You’re a Lean, Mean, Selling Machine, Right?
George M. Elish, Executive Vice President of Rosetta Capital Corporation, joins Fitting Group as a guest blogger.
No, this is not George Elish.
I have often talked with executives who believe that a marketing agency’s fee should be determined, at least in part, by sales results. When I hear this, I immediately think that they really do not understand the role of the marketing agency, and more importantly, perhaps, the fundamental difference between marketing and sales.
It also underscores why I believe that marketing and sales decisions are among the most difficult that executives have to make.
Marketing professionals don’t make sales calls or close deals. They develop marketing programs designed to build brand identity and interest in a company’s product or service. The value of the sales leads or buzz generated by an effective marketing program is determined by what happens next. In short, a company’s marketing program will not be successful if it isn’t supported with an equally serious commitment to sales.
I believe that all companies, regardless of what they make, distribute or service, should see themselves first as lean, mean, selling machines. Without strong branding, marketing initiatives and continuous, robust selling efforts, a company simply cannot maximize its sales revenue.
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Posted by: George M. Elish in: Marketing at: 11:41 am Keywords: Advertising, branding, Challenger Brands, Marketing, sales |
So true! And now, there are companies that will help with the transition between marketing and sales, like DataBanque (www.databanque.com). They mine the leads that marketing generates and help support the sales effort on the admin side. Gotta love it.