Marketing and Sales are NOT Synonyms

Do you use the words marketing and sales interchangeably? Learn the difference and have informed conversations.

While marketing and sales functions are interrelated and highly relevant for each other, there’s a need to differentiate between them. For a sole proprietor or small firm, the marketing and sales functions may overlap indistinguishably and be carried out by the same people. However, for any sizable business, marketing and sales are specific specializations that require distinct approaches.

Marketing (Strategic)

Marketing is a strategic function focusing on need analysis, awareness and consumer-brand alignment. It’s an aggregate of various units including segmentation, targeting, positioning, marketing mix (product, price, placement, promotion, people, processes, physical evidence) and communications mix (advertising, personal selling, public relations, direct marketing) among others. It’s a strategic role that defines the best way to position the organization’s products and services in the minds of customers. The focus is on understanding and resonating with stakeholders, building a brand and aligning cross-departmental efforts in this direction.

Sales (Tactical)

Sales on the other hand is a tactical function that operates as the execution arm of marketing. It is the actual act of selling the product or service in return for money or other benefits. Sales too has a strategic element, whereby the sales personnel have to device an appropriate plan to map demand, attract and engage prospects, close deals and maintain relationships.

Evident above, in spite of the contrast between the concomitant roles of marketing and sales, they are both congruently aligned in their objective to build a desirable and sustainable brand. Sales may not be able to reach revenue targets without an effective marketing plan and marketing objectives hold no meaning without an effective sales team for implementation.