{"id":10579,"date":"2022-02-07T14:50:29","date_gmt":"2022-02-07T14:50:29","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/07\/sales-vs-marketing-in-2022-whats-the-difference\/"},"modified":"2022-02-07T14:50:29","modified_gmt":"2022-02-07T14:50:29","slug":"sales-vs-marketing-in-2022-whats-the-difference","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/07\/sales-vs-marketing-in-2022-whats-the-difference\/","title":{"rendered":"Sales vs Marketing in 2022: What\u2019s The Difference?"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.impactplus.com\/hubfs\/Sales-vs-marketing-in-What%E2%80%99s-the-difference.jpg#keepProtocol\" \/><\/p>\n<div id=\"hs_cos_wrapper_post_body\">\n<p>The internet has fundamentally changed the way people buy, and this upheaval has helped make fortunes for businesses that choose to stay nimble and adjust, even as the ground shifts beneath them.<\/p>\n<p>Sales and marketing have been elements of business for centuries, but they are constantly evolving \u2014 perhaps at no point as rapidly as in the past 20 years.<\/p>\n<p>Today, roughly <a href=\"https:\/\/www.forbes.com\/sites\/ryanerskine\/2017\/12\/28\/how-to-turn-b2b-buyers-into-sales-leads-according-to-data\/#6a45d5ac5a18\" rel=\"noopener\" target=\"_blank\"><span>70% of a buying decision is made<\/span><\/a> before a shopper talks to a salesperson. Customers self-educate by way of the content they find on the internet, whether on the company website or elsewhere. They are informed, savvy, and discerning.<\/p>\n<p>Think of how it used to be. A person looking to buy a car would go to a dealership, talk to a salesperson to learn about models and prices, maybe take home some marketing materials. They would then return, perhaps two or three more times, before making a purchase.<\/p>\n<p>Today, consumers not only know everything they need to about models and trim levels, they also know which dealership has the car they want, in the color they want, with the options they want. And they know all of this before they ever set foot on the lot.<\/p>\n<p>It\u2019s gone from \u201cwhat can you tell me about your available cars?\u201d to \u201cI want the 2022 silver CRV EX with the promotional financing offer on your website.\u201d<\/p>\n<p>Now, in 2022, with the internet connected <a href=\"https:\/\/www.impactplus.com\/blog\/how-to-sell-physical-products-virtually\"><span>to how we shop for everything<\/span><\/a>, the lines between sales and marketing are less clear than ever before. Smart companies realize that their marketing strategies and sales strategies need to be closely aligned.<\/p>\n<p>Below, I\u2019ll spell out the way I see marketing and sales working together in 2022, including:<\/p>\n<ul>\n<li aria-level=\"1\">What is sales?<\/li>\n<li aria-level=\"1\">What is marketing?<\/li>\n<li aria-level=\"1\">The tools that help sales and marketing succeed<\/li>\n<li aria-level=\"1\">Team organization<\/li>\n<li aria-level=\"1\">Sales and marketing alignment in 2022 and beyond<\/li>\n<\/ul>\n<p>You\u2019ll get a clear explanation of exactly why these two aspects of business are so closely tied together.<\/p>\n<p class=\"readMore--global-cta all--text--center\"><a class=\"h4 color--blue light no--underline\" title=\"Free Guide:\u00a0The Ultimate Inbound Marketing Strategy Playbook 2022\" href=\"https:\/\/bit.ly\/2ZAobxR\">Free Guide:\u00a0The Ultimate Inbound Marketing Strategy Playbook 2022<\/a><\/p>\n<p>But first:<\/p>\n<h2>We need to think about sales <em>and<\/em> marketing, not sales <em>vs<\/em> marketing<\/h2>\n<p>Consumers expect that any necessary information about the products and services they plan to purchase will be accessible. They want access to reviews and comparisons online, as well as information about price. These potential customers are skeptical of companies that seem to withhold information.<\/p>\n<p>Who gives prospects the information they need to become customers? Typically it\u2019s marketers who do this, by way of written content, videos, website copy, and emails.<\/p>\n<p>Think back to the car lot example I shared above. Years ago, customers needed the salesperson to give them the information they needed to make a purchase. Today, the customer finds all the information she needs via website content, which is produced by marketers.<\/p>\n<p>Thus, the line between sales and marketing has become blurry. If the salesperson once was responsible for educating the prospect, which is now done via marketing, then where does the line exist between one and the other?<\/p>\n<h2>What is marketing?<\/h2>\n<p>Simply put, marketing is any business action that creates interest or gathers knowledge about a potential buyer or target customer for a particular service or product.<\/p>\n<p>In a more traditional model from previous generations, a business\u2019s marketing strategy involved creating advertisements and buying media space to get those ads in front of consumers.<\/p>\n<p>In the world of digital marketing, this means creating content that informs website visitors about how your company\u2019s products or services can help with their problems. These customers search for this content and come to your website to read it. Hence the term <em>inbound<\/em> marketing.<\/p>\n<p>Digital marketing can still focus on brand identity and product launches, but educational content is best for building trust with your target audience.<\/p>\n<h3>They Ask, You Answer<\/h3>\n<p>As the statistics mentioned above attest, marketing is taking responsibility for an ever-increasing portion of the sales process. Marketing teams are educating prospects so that they can quickly and smoothly move through the buying process without relying on salespeople in the way they did in the past.<\/p>\n<p>At IMPACT, we advise our clients to focus all their marketing efforts on answering customer questions. We\u2019ve found that this strategy attracts new customers by building trust. When visitors see that you\u2019ve got nothing to hide, they\u2019re less guarded and begin to form a relationship with your brand. Then, when they\u2019re ready to move forward, they can move quickly through the sales process because their questions have been answered.<\/p>\n<p>We call this approach <a href=\"https:\/\/www.impactplus.com\/what-is-they-ask-you-answer\"><strong><span>They Ask, You Answer<\/span><\/strong><\/a>.<\/p>\n<p>If businesses are properly integrating a <span>They Ask, You Answer<\/span> methodology, the biggest questions in any prospect\u2019s mind will be already answered on the company website \u2014 and this is all done by the marketing team.<\/p>\n<p>Now, in some businesses, there is no sales department, and commerce relies solely on marketing. For example, think of Amazon. There is no sales team. No one is helping you make your purchasing decision. Instead, you rely on customer reviews and detailed product descriptions.<\/p>\n<p>I believe this will become increasingly common in the future. After all, people are now <a href=\"https:\/\/www.bankrate.com\/loans\/auto-loans\/how-the-pandemic-changed-car-buying\/\" rel=\"noopener\" target=\"_blank\"><span>buying <\/span>pretty much anything<\/a> over their phone or computer. In fact, there are some statistics that suggest buyers <a href=\"https:\/\/mpstoolbox.com\/blogs\/news\/68-of-customers-don-t-want-to-talk-to-your-sales-team\" rel=\"noopener\" target=\"_blank\"><span>don\u2019t want to talk to sales representatives at all<\/span><\/a>.<\/p>\n<p>So, where does that leave your sales team?<\/p>\n<h2>What is sales?<\/h2>\n<p>Traditionally, sales took over once a business knew a prospect existed. If an advertisement got someone into a store, a salesperson took it from there.<\/p>\n<p>At companies practicing inbound and content marketing, the salespeople still function in a similar way, but much of the heavy lifting is done by content on the company\u2019s website. By the time a prospect is ready to talk to sales, they\u2019ve accessed a great deal of information. If the content is effective, they have also begun to trust the business.<\/p>\n<h3>Sales can\u2019t happen without trust<\/h3>\n<p>I believe that <a href=\"https:\/\/www.impactplus.com\/blog\/why-trust-is-the-true-currency-for-any-business\"><span>trust is the currency of all business<\/span><\/a>. Trust is vital, but it\u2019s also fragile, and slow to develop. If businesses can begin to cultivate trust by way of their websites, the sales process can be shortened accordingly.<\/p>\n<p>Every good experience builds a buyer\u2019s trust, but a single negative experience can undo all that work almost immediately.<\/p>\n<p>Good salespeople are crucial to this process. As prospects get closer to a purchase, the sales team is there at the most critical time.<\/p>\n<p>Good sales reps are able to clearly, confidently, and efficiently help prospects become customers. At a point when customers are handing over money, it\u2019s important that sales reps are there to operate with humanity and purpose.<\/p>\n<h3>Sales teams need to see themselves as educators<\/h3>\n<p>We recommend that our clients build their sales strategy around education. Every sales team should focus on answering prospects\u2019 questions instead of pressuring them through a sale.<\/p>\n<p>An educator\u2019s goal is helping people understand. If your sales team approaches every prospect with this mindset, bad-fit prospects will naturally opt out of the sales process, improving close rates and diminishing the number of unhappy future customers.<\/p>\n<h2>The tools that help sales and marketing succeed<\/h2>\n<p>To be successful in the digital age, companies rely on software to help them to stay organized and efficient. For sales teams, this is a customer relationship management system, or CRM. This keeps track of all prospects, customers, and clients, with details about contacts, deals, and companies \u2014 and it allows for robust analysis and collaboration.<\/p>\n<p>For marketing departments, the most important software asset is a marketing automation tool. This sends and tracks emails and other communications, provides analytical information, and automates tasks associated with marketing campaigns.<\/p>\n<p>Considering <a href=\"https:\/\/www.impactplus.com\/blog\/sales-and-marketing-friction-cost\"><span>how essential sales and marketing alignment is<\/span><\/a>, it amazes me that so many sales and marketing teams use programs that don\u2019t integrate well with each other.<\/p>\n<p>At IMPACT, we use <a href=\"https:\/\/www.hubspot.com\/?__hstc=118612054.1e9304ea9ec96e07eedb94471c821440.1617652049370.1642104650077.1642173355589.468&amp;__hssc=118612054.3.1642173355589&amp;__hsfp=48906701\" rel=\"noopener\" target=\"_blank\"><span>HubSpot<\/span><\/a>, which is both an automation system and a CRM. And we can\u2019t recommend it highly enough. The fact that HubSpot is used by our sales and marketing teams fosters alignment between the squads.<\/p>\n<p>When a prospect has to be handed off from marketing to sales, an integrated software system enables a smooth transition.<\/p>\n<h2>Team organization<\/h2>\n<p>Traditionally, businesses have seen sales as the recipe for growth. When a company wants to grow, it looks to hire more sales reps. When in financial trouble, it will let go of marketers before downsizing sales.<\/p>\n<p>In conventional thinking, sales equals revenue, and marketing is an expense.<\/p>\n<p><strong>This is outdated thinking.<\/strong><\/p>\n<p>There is a lingering overestimation of sales teams\u2019 influence on revenue. As a result, most companies employ 10 sales reps for every marketer on staff. At some companies, it\u2019s even more. I\u2019ve seen instances where there are 20 salespeople for every marketer.<\/p>\n<p>Some companies don\u2019t have <em>any<\/em> marketers on staff, choosing instead to outsource marketing efforts to an agency.<\/p>\n<p>Think about the reverse. Would a company consider outsourcing its sales to an outside agency? Of course not. The very notion seems absurd. Outsourcing of marketing is, in my mind, equally absurd.<\/p>\n<p>Instead, some forward-thinking companies are opting for a blended revenue team, which eliminates the siloing that has divided sales and marketing for so long. With shared meeting time and overlapping KPIs, blended teams can focus on providing customers a seamless experience: relevant content, appropriate email marketing, and an education-based buying experience.<\/p>\n<h2>Sales and marketing alignment in 2022 and beyond<\/h2>\n<p>I believe it is detrimental to businesses to continue to see marketing as an expense.<\/p>\n<p>Rather, both sales and marketing should be seen as teams that bring in revenue. Think about it: If marketing is now responsible for a large part of what once fell under sales\u2019 purview \u2014 and we see revenue coming from sales \u2014 then marketing, too, is driving revenue.<\/p>\n<p>Times change. So, too, must organizations.<\/p>\n<p>Going forward, marketing teams should no longer be seen as an expense, and they should take responsibility for expected revenue, proving their ROI in the process.<\/p>\n<p>Sales teams should avail themselves to their marketing colleagues and share their expertise.<\/p>\n<p>Sales reps have intimate knowledge of the questions prospects ask during the buying process. This knowledge should yield content that further shortens the sales cycle.<\/p>\n<p>This way, sales helps in the marketing process, just as marketing has come to <a href=\"https:\/\/www.impactplus.com\/blog\/how-to-create-marketing-content-for-sales-alignment\"><span>help in the sales process<\/span><\/a>. Through collaborative effort, the teams get better and the company becomes more efficient, more transparent, and more successful.<\/p>\n<h2>A path forward<\/h2>\n<p>I once had a conversation with over 100 representatives from a major company. All of the key leaders were there, and I was speaking to them about the future of sales and marketing. I recommended hiring decisions I thought they should make, and the whole room seemed to agree with me.<\/p>\n<p>But they said, \u201cMarcus, we don\u2019t think the CFO is going to go for it.\u201d It turns out the CFO was in the room with us. I asked her directly, would you be willing to invest more fully in marketing, to align your teams, to commit to being transparent and educational?<\/p>\n<p>She said, \u201cYou know how it is. Seeing is believing. I need to see it work before I\u2019d fully invest.\u201d<\/p>\n<p>To me, that was like asking a farmer to see produce while not being willing to invest in seed. You can\u2019t see the crop harvested if you\u2019re unable to plant the seed.<\/p>\n<p>To be successful in 2022 and beyond, companies need to take a leap of faith. Great success can happen \u2014 <a href=\"https:\/\/www.impactplus.com\/real-results\"><span>big things can grow<\/span><\/a> \u2014 but not until you plant the seed and invest in thinking differently.<\/p>\n<h2>The future: A blended approach<\/h2>\n<p>Let\u2019s say you want to buy a swimming pool. You go online to a trusted site and it asks you a few questions right off the bat. What size are you looking for? What\u2019s your timeline and budget?<\/p>\n<p>Now, traditionally, these are the exact same questions usually asked by salespeople.<\/p>\n<p>Here, though, the answers lead you to different web pages designed specifically for the options you selected. All of the information is served up to you on-demand, in the comfort of your home, at your own pace. You\u2019re in complete control.<\/p>\n<p>You progress until you reach a point where the site can make a recommendation and you can make a decision.<\/p>\n<p>Now, is that a sales or a marketing process?<\/p>\n<p>It\u2019s a new kind of sales experience designed by marketers to cater to a modern buyer.<\/p>\n<p>In 2022 and beyond, it will be harder and harder to distinguish between sales and marketing.<\/p>\n<p>Smart companies will organize their teams accordingly, with aligned professionals who recognize the changing notion of modern business.<\/p>\n<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.impactplus.com\/blog\/sales-vs-marketing\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The internet has fundamentally changed the way people buy, and this upheaval has helped make fortunes for businesses that choose to stay nimble and adjust,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":10580,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-10579","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sales vs Marketing in 2022: What\u2019s The Difference? - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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