One of my “beliefs” is that Marketing and Sales are two sides of the same coin.
Yet between these two functions there has always been rivalry.
(I was going to say love-hate, but I can’t think of any example of love, so go for “rivalry”…)
In a nutshell:
- marketing people consider sellers as cry-babies thinking that when they don’t sell is the others’ fault, that they pull as if the fate of the company were all on their shoulders, and that they work little and earn too much money;
- the sellers instead consider marketing people as idiots that live a sheltered life, never doing anything, that despite of the role doesn’t know the market, and are only full of a lot of useless theories.
Nice teamwork, there’s no doubt about it…
When you have the opportunity to see both from above, you look at Marketing and Sales as two children. You love both as they are. And yell at both of them when they deserve it.
Today, for example, I want to yell at Marketing.
I purposely omit the source because it’s a worldwide eminence of Marketing that I deeply respect. But they went too far.
Look at this image, from one of his books:
Now, for God’s sake, what the hell that mean?
And I can assure you that the text before and after the image doesn’t make it easy to understand the concept at all.
Of course, then Sales think of Marketing what they think!
If Marketing was all like that, long live Sales!
Can you imagine the board meeting in a multinational company?
The Sales Director that everyone criticizes because he’s under budget …
… and the Marketing Manager presenting the matrix of holistic marketing as a tool for business development…
Can you imagine them during a meeting with the owner of the company who only shouts WHERE ARE THE ORDERS? I WANT INCOME!!!
Dear Marketing Department, never follow the bad example of the image above. Be concrete. Do useful things.
Read that kind of book. And try to decode the strategies that hide behind terminology and phrases that make the old Christian Democrat political speeches like reading Mickey Mouse.
But when you get to the office, BE USEFUL to the business. And above all you need to FACILITATE sales.
Yesterday we published a new Guide on the subject with the provocative title: DEUS EX MARKETING.
It’s addressed to the Marketing Manager of multinationals, but it contains a recipe every marketer should reflect on.
Here’s the link to request the document (for free, of course).
No, let’s try something new: this time… let’s go back 10 years and do something old-fashioned!
That is, no registration form.
If you’re interested in the document, write to the email below, and I’ll reply in turn by sending it as an attachment. And I’ll do it in person, I promise.
Write to firstname.lastname@example.org for the new eBook “DEUS EX MARKETING”.
P.S.: I just ask you a favour: please tell me if you are part of a multinational company or an SME. Thank you very much.