Does Marketing Trump Sales?
I believe it is Marketing’s Job to put sales out of business. Watch the video and let me know if you agree!
About the author, Nachum
For the last 25 years, I have made it my mission to pioneer business ideas and carry them through to their full potential.
I have patented four different pieces of technology, worked in video commerce, developed interoperable messaging, and striven for innovation throughout my career.
Realizing that the future of the economy is in freelancing, I have since turned all my attention to Book like a Boss, a cutting-edge, all-inclusive platform engineered to support entrepreneurs in more than 100 countries – and growing every day.
Born in Passaic, NJ, I now reside in Bet Shemesh, Israel, where I share my home with my loving wife and our eight children.
come up with your own content Nachum
watch the video!
I think that the product type is very determining here. If your product is a customized application for enterprise, it’s all about sales. If you’re selling iPhones, it’s all about marketing.
Why is that? If your marketing is for your target market you still would not need sales. As Hillel Fuld quoted last night, Wayne Gretzky said his success was because he always skated to where the puck was going to. Market to where your customer will be going to.
Nachum Kligman It has to do with the way big businesses are run. Of course, your rep as a reputable company is critical. But because you tailor your product to them, marketing is almost useless. It’s all about salesmen promising every feature that they need getting into the product. Wayne Gretzky had a single job. To put the puck in the net. (OK, defense too.) The level of complexity really matters.
Yehuda Zimmerman I hear you, so are you saying that some companies need only sales and no marketing?
More or less. Minimal marketing to promote awareness that they exist, but not more than that. I’ve worked at companies where the marketing budget was mostly for internal marketing, within the company. As in a cheerleading squad.
Waste of money!
I think your confusing Marketing and Branding most do Yehuda … Because when you get your marketing right, that leads to direct sales and enough of those leads to a great brand…. but it all starts with the marketing. If you forget about the right marketing organic sales will never happen and youll never be able to build a brand without tons of sales – you cant have a loyal following without a customer base… so when you try and brand FIRST unless you have $20 million to throw away you will make no impact just branding… Go for the jugular. The sale always.. same applies to your marketing – your marketing must always be going for the sale… in sort of funnel, but more of a process than a funnel. if your marketing goes for the sale its an extension of your sales team and THAT is exactly what you want an automated sales machine helping you smile and dial….
Simon Dadia Like I said, that’s all good if your customer is small. But if your customer is AT&T or IBM, the marketing isn’t worth much IMHO.
right. but im saying everything should be looked at as marketing to sell. so for a corporate i would def have an email marketing strategy that wluld get to on the phone etc. but yes obv diff companies and cultures need to e treated accordingly.
I agree in theory but I think that sales do have to be there to get the ball rolling. For example, one of the most commonly used audio programs today became “industry standard” because when it was being released a copy was given to every major studio (that’s not necessarily sales that equaled money, but I think that may qualify as sales just the same. Once they became the “industry standard” it was easy. Everyone flocks to them now even though their customer service has gone somewhat down hill and the features they offer don’t always rival that of the competition. I’m sure the first version of the software was great in order to keep Studios using it, but once they got labeled as “industry standard” they were pretty much all set
I actually think that is brilliant marketing, not sales
Hmm good point ☺️
i miss the red & orange backgrounds. if it dont look pretty, im not buying what youre selling. i dont care how good the marketing is.
Good video
Thank you!
Your welcome Nachum Kligman
Thanks rabbi.
be careful #lashonhara
Huh??
??
just saying that it could possily be taken as a slight to HF what you were saying – but based on his reply, I guess he’s not too bothered!
He taught me everything I know.
Hillel Fuld just wow 😉
I think the most interesting thing is that ‘marketing’ was once the reserve of the huge conglomerate, nowadays marketing is cheaper than sales…
That is a good point, especially smart marketing
It depends on the situation. in the life insurance business, the cmopany may do remarkable marketing and “sell” the product before the agent arrives. BUT, it is up to the agent to sell the right policies for the situation, and only an agent can write the policy.
But at that point the sale is already done, now it’s just about the details. More customer service than sales in best case scenario.
Nope. 1) you still have to sell yourself as the salesman and 2) you still have to sell the recommendations you make. The customer is only sold on the company so far. They trust the company but have no idea what they need or why. It’s my job to educate. And my job to sell.
it all starts with branding
In most good companies the sales guys are paid the most in the company. Why because good companies know their value. Marketing is to peak interest and sales is there do build a relationship with customer and close the deal.
But what if your marketing was so good that you did not need sales agents to build relationships? That the buyer was sold before needing to speak to anyone.
You pass billboards all the time, you probably get 100’s of emails with people pushing products. How often do you buy those products?
Saul P. Teplitsky exactly, that’s weak marketing and so you have to rely on sales.
No. There is no substitute for face to face meetings. Name me one example of what company you think is good marketing
Saul P. Teplitsky Apple
Ok so that’s low hanging fruit. Their prices range from 10-2000.
Besides look how many sales reps they have in each store. Apple knows that you need both sales reps as well as good marketing. Again the marketing brings the people into the store the sales reps close the deal.
Disagree.
And even with all of Apples great marketing they only have a 7% market share of PCs.
Sales, especially in B2B space but probably in every space with the possible exception of monster brands that spend hundreds of millions on advertising is significantly more valuable, which is why sales people get large commissions
Marketing creates awareness and good marketing creates desire, when you have great Marketing as in your example of Apple, than sales execution is easy, however, sales are imperative for sale consummation. You can have all the marketing in the world but without sales, you have nothing.