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Until relatively recently, companies generally consisted of one part that was in charge of manufacturing the products and another part that was in charge of selling the manufactured products. In most cases, product design, product changes, etc. were designed by the factory in consultation with the sales department, and marketing did not even exist in many companies.
In the past, companies focused on manufacturing a product that either stood out for its quality compared to the rest of the products on the market or was more competitive in terms of price without attending to the needs of consumers.
This has changed a lot in the last two decades. Companies have gone from having a product-oriented approach; trying to produce products of the highest possible quality, to having a customer-oriented approach; first asking themselves what the customer really wants, how they want it, when they want it, in what quantities, formats... to then be able to design and create a product that sells by carrying out simple marketing actions. In short, the product approach focuses on the product, but the marketing approach focuses on knowing the customer's needs in order to be able to design a product that satisfies them.
Having explained this, it can be said that marketing and sales go hand in hand nowadays, as marketing specialists are able to analyse customer needs in order to design a product that salespeople can then sell easily.
Such is the union that in many companies a new term has emerged; smarketing and this is the result of fully integrating the marketing department with the sales department. It is based on designing a joint strategy between both departments which achieves very good results and increases the company's profits.
This is one of the benefits of marketing for sales; good marketing will allow sales to be made more easily, allowing salespeople to sell more and better.
Science is advancing and this has allowed marketing to create new ways of studying customers. One of them is neuromarketing, which allows us to analyse the mental processes that customers go through in the purchasing decision process based on physiological patterns such as eye tracking, body movements... All of this allows us to get to know our consumers better in order to adapt the commercial offer according to their reactions to the product, for example. A good example of the application of this science would be supermarkets. Staple products are usually located in the less frequented or more distant areas, as this way we ensure that since it is difficult for the consumer to find the product, he/she will walk around the shop, which means that he/she will buy things that he/she did not need, but he/she will find them and feel like buying them.
All of this has changed sales management in many businesses as they have had to adapt to take marketing more into account and this has proved to be particularly effective, hence it is becoming commonplace within companies.
There are different ways of implementing joint management between marketing and sales, but the keys are common. The first is to try to eliminate any form of rivalry between the two departments, which was very common until a few years ago. In this case, collaboration between the two must be encouraged by emphasising that the benefit for both departments will be mutual if they collaborate and do not compete with each other. As a result of this, joint objectives can be offered so that they are forced to work together. In addition, it is advisable
to carry out brand-building activities between the two departments to foster relationships between the company's employees that go beyond purely work-related issues. This will encourage them to be more familiar with their colleagues when working and communicating with each other, creating a community of cooperation within the offices and ultimately improving the working environment. All this will translate into higher sales and revenue for the company as well as corporate development.
Marketing allows sales people to know at all times how to present the product to potential customers and how to approach it so that they perceive that it fully meets their needs.
Once salespeople know the information provided by the marketing department about what their potential customers are like, they must use this information to make the sale and also try to retain these customers, both new ones and those who already have a relationship with the brand. This will ensure that they will continue to buy from them in the future and not from the competition.
According to a study by LSA global, companies that have the same objectives in the sales and marketing department are able to grow 58% more and are more than 72% more profitable than companies that do not design these objectives together. This data affirms the importance of the integration of the company's departments for its growth.
In short, companies that continue to have completely separate marketing and sales departments are missing an enormous opportunity because, if both departments work together, the company will obtain higher sales, resulting in business growth. Marketing must carry out all branding actions, product, customer and market analysis in order to detect needs and generate new product and business ideas... so that sales people know the situation they are in and how to align the benefits of their product with what the customer is looking for.
References:
IE Insights. (2019, 30 enero). Pensar como el cliente, no en el cliente. https://www.ie.edu/insights/es/articulos/pensar-cliente-no-cliente/
Senabre, P. (s. f.). Crea un método desde ventas y ofrece contenido de valor a marketing. https://blog.connext.es/como-crear-procedimiento-desde-ventas-para-ofrecer-contenido-de-valor-y-especializado-al-departamento-marketing
Chain, R. E. S. (2016, 29 agosto). La importancia del marketing en el punto de venta. Retos en Supply Chain | Blog sobre Supply Chain de EAE Business School. https://retos-operaciones-logistica.eae.es/la-importancia-del-marketing-en-el-punto-de-venta/
Pérez, A. (2021, 16 diciembre). Marketing y ventas, la importancia de combinar estrategias. OBS Business School. https://www.obsbusiness.school/blog/marketing-y-ventas-la-importancia-de-combinar-estrategias
Ribera, I. R. (s. f.). Marketing y ventas: Claves para coordinar estrategias en conjunto y generar más oportunidades. https://blog.connext.es/marketing-y-ventas-claves-para-coordinar-estrategias-y-generar-mas-oportunidades
Ribera, I. R. (s. f.). Marketing y ventas: Claves para coordinar estrategias en conjunto y generar más oportunidades. https://blog.connext.es/marketing-y-ventas-claves-para-coordinar-estrategias-y-generar-mas-oportunidades
Mobilio, L. (2022, 3 noviembre). How Organizational Alignment Creates Growth. LSA Global. https://lsaglobal.com/blog/organizational-alignment-creates-growth/
Silva, D. da. (2022, 10 marzo). Marketing y ventas: ¿el complemento perfecto? Zendesk MX. https://www.zendesk.com.mx/blog/marketing-y-ventas/
Comentarios
On the other hand, I strongly agree with the fact that there must be a cooperation with the marketing area, as they have the same goal, make something appealing for a customer.
We have always known that marketing and sales have a very close relationship between them. And this is why for the good functioning of a company between both departments there must be an active and fluid communication. But I had never heard of the term "smarketing" before, which seems to me to be very appropriate and which perfectly defines this close relationship between marketing and sales.
Effective marketing is essential for businesses of all sizes, as it helps to attract and retain customers. It can also help to differentiate a business from its competitors and build brand loyalty. Marketing efforts can help to increase brand awareness, generate leads, and ultimately drive sales.
Marketing is important for businesses because it helps to build relationships with customers. By creating engaging and informative content and using various marketing channels, businesses can connect with their target audience and build trust. This can lead to increased sales and customer loyalty.
In summary, marketing is an essential part of the sales process. It helps businesses to attract and retain customers, build brand awareness, and drive sales. By investing in marketing, businesses can increase their chances of success and grow their customer base.
This post has really seemed very interesting to me and I have found it very curious because I had never deeply considered how important marketing is in sales. Yes, it is true that I do not entirely agree with one thing that you have said, because I really think that marketing has always existed, clearly not in the way in which it is now expanding, but I do believe that marketing is a This is an area that has been present since ancient times, since marketing, from my point of view, is one of the most important parts of a company and I believe that there has always been that need to want to sell a product or service in a company. Despite not agreeing with you in this part, I do agree with everything else you have written about marketing. Finally, I found the way in which he explained the process by which the product goes through all the departments until it reaches the marketing department in question very curious.