I have encountered a weird trend in the advertising marketing lately. I'm thinking it has something to do with client steered conversations and marketing guys with no backbone. We've all been there; a deal is about to close and the client asks for one more thing ... deals closed! You think for a moment, "Can I do that?"
In that moment of the thought you find clarity, but there's food that needs to be put on your table so you bend and say, "Of course." I think it's that very bend that has created the climate we're in.
Just so we're clear, the difference between marketing and sales is quite distinct. Marketing is the creative process that garners a brand interest in the public eye. Sales is the psychological process of leading the public to the close.
In short, marketing gets them in the door and sales teams close the sale. These are 2 very distinct and equally important jobs. Without the people there are no sales. Without the sales there's no marketing money. Expecting a company to have both is like expecting a farmer to also run a successful grocery store; that's just not how things work.
So, next time you're looking for help hire 2 teams. The first will specialize in marketing and make it possible for you to reach critical mass. Then, hire a salesforce that can close. 2 teams, 2 roles, 2 different expectations.