We understand marketing as the efforts and activities we undertake to bring the client to our products. The means to do so, are typically defined by digital communication.
And we see sales as the efforts and activities, we undertake to bring our product to the clients. This includes cold calls and key account management as well as exhibitions or other events and door to door sales. Typically, sales happens in the “real world”.
With more and more business models being based on an online-first or even online-only approach, we might believe that we can do without the hussle of sales and reduce our efforts to (online) marketing. We would be wrong. No doubt: we can’t do without. But it simply isn’t enough. Strong relationships with resellers, multiplicators and brand ambassadors are essential to every venture. That doesn’t mean we don’t employ the benefits of digital communication. But in sales we communicate on a personal one-on-one basis. And this just takes a different mindset – and sometimes indeed different people to do it well.
Marketing & Sales are equally important. It is the mix and reciprocity of both angles that will grow and anchor revenue and profit. Let’s keep that in mind: revenue must be profitable in the long run. Sure, growth is an investment. But it must show a financial return at the end of the day. A balanced mix of different channels, approached from different angles imposes to be an important spice to the recipe of achieving such profitability.
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