“Marketing is not an event, but a process, it has a beginning, a middle, but never an end...” Author unknown

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The DIFFERENCE between Marketing and Sales - Is it even a question?!
Posted at 08:12 AM on 26 May 2009 under Marketing

If only you knew how often I was asked this question! Well I suppose I shouldn’t get upset because the term ‘Sales and Marketing’ is commonly used in the market-place.

Still, there are so many academic versions to answer this question, but I’m not going to bore you with the text book literature now.

However the theory suggests that ‘Sales’ is a function of Marketing. Just as Product, Pricing and Advertising (the list goes on…), are all functions of Marketing.

So, when you are designing a Marketing strategy, you have to consider various ‘Marketing Mix Elements’ as I call them, which include your sales actions. Now don’t get me wrong – I am not discounting the importance of sales. (Besides, the level of importance of all your ‘Marketing Mix Elements’ depends on the specific objectives and focus).

The sales function is just as important as your advertising function and your pricing policy. And all these ‘elements’ form part of the bigger picture, that being your Marketing Strategy.

Many companies have Marketing as a function of Sales. This, in my opinion, is where part of the misconception starts. Admittedly, every organization has a structure that they hope works for them, and there is not one correct way, however when the Sales department drives the Marketing department, it’s like the tail wagging the dog!

So the moral of my story is basic: First came Marketing, then came Sales…

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No. Never. What a quest!

By Rudolf the Red on 2009-07-06
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