The Pitchers: Sales
Let's say you have a new baseball team in town and it's almost time for the first game of the season. Your sales force is ready to sell a variety of package deals for the season. However, there's a major stumbling block as they prepare to approach potential buyers. No one knows about the package deals or even the date of the first game.
No one tipped the local sports writer or the local TV news of the upcoming grand opening game. What happened to the marketing department? There's no marketing research, no publicity, and no idea where to begin targeting sales. Sales will flop and will make the sales department look bad, but it's marketing's fault since they didn't do their job.
The Batters: Marketing
Let's switch and see things from the marketing team's view. They do a grand job of posting banners of the first game in town. Marketing has pulled together piles of reports with data on the audience, their baseball attending habits, and game spending habits. Many people arrive for the game opener, buy a ticket for the game, and it's successful.
Or is it really? The sales team is invisible. There is no one to build a relationship with the fans. No one has sold them packages for attending more than just the opener. Sales could go far beyond than one game. They could even help build relationships that go beyond the season. Marketing did a great job, but with poor sales the team may not make it and everyone loses. Where was sales when marketing promoted the event?
Who gets the credit? Who gets the blame? In the war for profitable bottom line, turf issues should be put aside.
Who's on First?
Marketing and sales play for the same team in different positions. Marketing leads to sales by creating programs focused on direct marketing principles that are tied to the sales team's success. Marketing puts together a multi-step game plan to ensure each interaction with prospective fans lead to more and deeper interactions. Using shared business goals as a driver, the two work to meet those goals.
Marketing and sales should constantly communicate with each other to ensure effective timing, clear understanding of the company's message, and smoother handoffs. Sales can determine the target market by evaluating current and past sales. The results help marketing professionals sharpen their pitch so they can hook the right people.
Meryl K. Evans is the Content Maven behind meryl's notes, eNewsletter Journal, and The Remediator Security Digest. She is also a PC Today columnist and a tour guide at InformIT. She is geared to tackle your editing, writing, content, and process needs. The native Texan resides in Plano, Texas, a heartbeat north of Dallas, and doesn't wear a 10-gallon hat or cowboy boots.
![]() |
|
![]() |
|
![]() |
|
![]() |
If you want to reduce waste and grow your business... Read More
I had a telemarketer call me recently. Here's a rough... Read More
Too often we small business owners get caught up in... Read More
Do you have an elevator speech? Does it get people's... Read More
Say it with a post card. A well designed, colorful,... Read More
It is my belief that if anyone is to suceed... Read More
Postcards may be one of the best kept secrets of... Read More
Looking to grow your business? Make sure you have these... Read More
Here's a proven, and truly easy way to start increasing... Read More
'Word of Mouth' is still one of the most effectivemarketing... Read More
What is the most valuable asset your company owns? Inventory?... Read More
Secret #4 - Get very comfortable asking for paymentOne of... Read More
How To Save Yourself From The Pits of Marketing Cyber... Read More
1. Mail to a different list Your list is the... Read More
Of all the web sites belonging to coaches, consultants and... Read More
Although they are inexpensive and product fast results, online surveys... Read More
For centuries and most of the decades in the 20th... Read More
There seems to be a never ending argument among marketing... Read More
You're probably familiar with e-mail signature (or "sig") files -... Read More
Advertising is the lifeblood of any business. If you do... Read More
Having a strong foundation enables you to build a thriving,... Read More
Marketers have a wide variety of media at their disposal.... Read More
1. Business CardsIt is very important to market yourself via... Read More
Let's talk about how to keep your postage costs down.So... Read More
For years now we have been inundated with offers of... Read More
As a business professional, you probably realize the value of... Read More
Is your business growing, or are you on a plateau... Read More
What is a company profile? ... Read More
Marketing is a broad business subject that encompasses a range... Read More
Every business person who has any kind of product or... Read More
How to Tie a Tie and How To Kiss -... Read More
Recently I wrote an article on the benefits of joining... Read More
Revolutionary ideas have always been the mark of mankind. It's... Read More
Some years ago, a prominent Australian hi-tech company... Read More
Why Trying to "Get the Appointment" Can be a Recipe... Read More
Hey, as business owners we CAN'T be all things for... Read More
Have you noticed it? More and more marketing campaigns are... Read More
Imagine tossing a pebble into a crystal clear pond on... Read More
Without a doubt, if you asked me, Shane if there... Read More
CD Business cards allows any type of business that dynamic... Read More
You couldn't help but be captivated by the unbelievably cute... Read More
Where to Start:Most novice marketers have definite fixed ideas about... Read More
1) Create systemsCreate systems for everything you do, especially those... Read More
Multicultural marketing mirrors the changed face of America and is... Read More
The toughest job you face as a B2B direct marketer... Read More
This is it what I use BEFORE I begin to... Read More
A colleague who does work for a nonprofit organization contacted... Read More
These ideas are for anyone that has a small budget... Read More
How well do you know your customers?What is the primary... Read More
Brochures have become vital in today's workplace, serving a wide... Read More
The marketing decisions you make for your new business are... Read More
I recently drove by a business that had a sign... Read More
It used to be if you were a small business,... Read More
As a life-long dancer, I know a bit about the... Read More
Forget what you know about your business Your goal is... Read More
Ann Landers, Dr. Phil and Roger Ebert take pleasure in... Read More
Benefits! They're what marketing is all about. No doubt you've... Read More
The industry standard for mobile washing is completing the car... Read More
To prevent the risks of a promotion campaign for our... Read More
Do Crucial Market Research For Free, On Your OwnIs market... Read More
This list has been compiled as a result of years... Read More
Which pulls the best response, a postcard, a self-mailer or... Read More
It used to be you that if you had a... Read More
Many businesses today overlook the importance of business cards as... Read More
Simply put the marketing people and the sales people depend... Read More
Do you ask prospective clients to go too far?Must your... Read More
Marketing |