The main difference between Marketing vs. Sales is where in the customer journey they are in. Think of Marketing as a marathon and Sales as the sprint to the finish. Both look at higher sales as an end goal, but marketing encompasses so much more of the customer journey process.
Marketing Starts With the Brand
Often before the product is the brand. The brand is the face and voice of the product. It is what people base their decisions on and eventually come to trust. A clear brand is essential for any marketing team to have. At the center of the brand is the core values. These are what the brand promises, which usually don’t change despite, voice, image and tone adjustments made during re-branding.
Sales will use these core values as selling points. They usually don’t have a say in what the brand is or what message it is conveying. Their responsibility is turning the marketing team’s messaging into selling points to sell to the customer.
The What: Product Comes Next
Both Marketing and Sales will find product to be essential to their process. Without a product, there is nothing to sell. Marketing finds out what innovative products will come to market and what features need to be highlighted to the consumer.
Sales will have to find a way to show how the product and its features fit into the lives of their customers.
The Who: Finding An Audience Is Key
Even toilet paper is marketed to a specific audience. No matter what the product is, an audience needs to be identified. This job is usually handled by the marketing team after going over the data obtained by the sales team.
Sales is responsible for reaching out to the audience and selling the product on a much more intimate level than marketing.
The When, How, & Where: Advertising
Marketing figures out what channels the product will be marketed to, usually based on where their audience is found. They will come up with what the messaging will be, what the ads will look like, and where the ads will be displayed.
Sales usually finds people on a much more personal level through marketing avenues such as lead pages. They’re responsible for contacting the individual in this part of the process, where as marketing attacks the audience as a whole.
The Finish Line: Conversions
If the marketing does it’s job right, the sales team should have an easy time selling the product to the consumer.
In the final part of the customer journey, the sales team kicks into high gear showing the marketing team what they’re made of. Tasked with making the individual conversion, they are the main contact people have with the brand. This is why a good sales team is essential, even though they come at the end of the process.
Those are the main differences between Marketing vs. Sales throughout the customer journey. They often work hand in hand, but the differences between the two are clear. Even the smallest of businesses should take note of when it is time for marketing and when it is time for sales.