What is business growth? It is increasing numbers of customers, rising revenues, added profitability, and expanding resources. A truism in nature and in business is that healthy things grow. What business owner wants to have stagnant business results? The answer should be no one. As Tony Gwynn Hall of Fame Baseball player said aptly, “The minute you are satisfied with where you are, you aren’t there anymore.” Both marketing and sales are drivers of growth and it is important that both work hand-in-glove.
What is the Difference Between Marketing and Sales?
Marketing includes the means a business uses to create awareness and interest in business and to create new leads. Marketing tools include traditional print, radio, and TV advertising, print and email, digital advertising and communications, social media, and public relations.
Sales is the process of convincing a prospective buyer to make a purchase and often includes some level of personal interaction. Most of the time the prospective buyers or leads are driven to the point of a sales action by a company’s marketing efforts. Sales processes include one-on-one meetings, cold or warm sales calls, networking, retail interaction, and direct sales.
Achieving Business Growth with Sales and Marketing
Sales and marketing must work together towards the same business same goals. Here are some ways:
- Hire the right people for the sales and marketing functions and ensure they have the ability and intent to work well together.
- Create Key Performance Indicators (KPIs) that support each other.
- Foster good relationships between the two teams.
- Collaborate on sales content creation.
- Collaborate on target audience buyer personas.
- Hold regular joint meetings.
As James Cash Penny said, “Growth is never by chance; it is the result of forces working together.”
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