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The Relationship Between Marketing And
Sales by James CopperWhen comparing marketing with sales and considering how they
relate to one another I always think of the medium sized
business where I had my first job. The marketing department
people were serious and analytical, always busy with
statistics and campaigns and meetings. The sales people were
breathless, always on the go, always on the phone or going
to meet customers, always on the cusp of some enormous deal,
some magic sale that would catapult the company's turnover
way over the annual target. As a junior it seemed to me that
the marketing people and the sales people were from two differentplanets. I now know that they were simply two
parts of the same continuum.Marketing can be described as the set of activities that are
undertaken in order to generate leads, while selling is the
act of turning a prospect a hot lead into a buyer and later
a repeat customer. The marketing and sales functions of any
organization are glued together by leads. If there are no
leads, the two will fall foul of one another. I saw this in
that business I was describing earlier. But leads work both
ways. The marketing department has to deliver them and the
sales department must act upon them to maximum advantage.
But leads must first be generated and that is why marketing
tends to overwhelm the sales function when the two are
discussed.
The various forms that marketing takes are well known
because they are so visible. They range from cold canvassing
to brand or corporate advertising, through to the more
targeted types of marketing such as direct response
advertising and referrals, where the particular benefits of
the product is explained to the customer. If this is done
properly, then qualified prospects will actually approach
the sales people for assistance. Sales people love those
leads. It is in fact when the sales people take over the
communication function that the lead ceases to be a lead and
becomes a prospective customer, then a customer and finally
a repeat customer.Actually I have painted a somewhat idealistic picture of the
lead relationship between the marketing function and the
sales function. It is just not that simple because not all
leads are equal. An extremely tiny percentage leads are
customers who are ready to buy. Most of them are merely
interested in possibly buying at a future date and some are
just mildly interested, just browsing. That's why it is
important to have some sort of lead management system so
that potential customers can be turned into buyers and
buyers can become repeat customers.
All follow up communication should be friendly and
informative, definitely not hard sell. The company
representative should be regarded as a helpful expert rather
than a rabid sales person. Fortunately many of the follow up
functions can be automated to take the form of email, direct
mail, voice broadcast and fax broadcast. Obviously the lead
would be encouraged each time to call directly if they have
questions or a ready to buy. The follow up effort is usually
a function of the marketing and sales departments combined.About the AuthorJames Copper is a writer for http://www.marketinglinx.com
where you can find out informtation on marketing and sales
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Effective
Marketing Tools The Press Release by James CopperUsed for
communicating directly with consumers, press releases have
become effective marketing tools that can be found throughout
the Internet on websites, search engine listings or in emails.
In the past, press releases have been strictly used to
communicate between public relation firms and the media in order
to promote their products, celebrities or events.Similarly,
businesses are now creating their own press release to promote
their services.
When a press release is distributed online, it can gain as many
as five hundred additional links. The trick to getting more
links and listings is using popular keywords in your press
release and in the name of the website where it is originally
published. News agencies access press releases by using wire
websites and, if you are release is search engine optimized,
they could come across yours and print it in their newspaper,
magazine or on their website.
The full benefits of press releases are often not recognized by
business owners or marketers, but its important to make sure
that your press release generates as much recognition as
possible in order to be syndicated throughout the web. Some tips
for achieving this are Make sure your release is newsworthy
because, even if you have a hundred keywords scattered
throughout the content, the media will not republish it if it is
not interesting and useful content. Be as specific as possible
and provided detailed information that is unique and cannot be
found elsewhere. Phrases that contain the most keywords should
be located in the title, subheading or towards the beginning of
the release iorder to be sure the website featuring your press
release is ranked higher on search engines. Press releases
should offer more than just information and should include
contact information and how a reader can learn more about the
business and services. The release should offer links to a
businesses website as well as to a place where potential
customers can download other informational material such as
newsletters, reports, free trials, special offers and white
paper downloads. When sending the release to media outlets, you
should also provide a brief summary detailing the content in
your press release. You should provide a summary of your
business, the services you provide and information about the
writer of the release. Offer your press release to bloggers who
write about your industry. When writing about different topics
within the field, bloggers will often include a summary or
excerpt from company press releases and then credit that
business, including their name and website. When distributed
throughout the Internet, a press release can get a lot of
exposure and generate traffic for a website, leading to higher
sales of products and services. Posted not only on websites, in
blogs and in emails, press releases can be printed in
traditional forms of media as well, such as magazines and
newspapers, but will be viewed much less than it would be if it
were posted on the web. The more places your press release is
posted, the more links to your website there will be floating
throughout the Internet.About the AuthorJames Copper is a writer
for http://www.marketinglinx.com