Sales Or Marketing - Which Is More Important For Growth?

Professionals constantly debate whether it is better to expand their marketing or expand their sales efforts in order to grow their business. I am constantly asked which one of these methods—marketing or sales—is more important. Like all professionals, I have debated this issue myself. Items like marketing collateral, advertising, PR, help brand my business. Having additional sales help to acquire more business helps pay the bills.

Many professionals do not understand the difference between marketing and sales. That is because these two business functions are interrelated.

Marketing is the squeaky wheel that allows you to explain to your customers the product you are offering and your competitive advantage. Marketing activities include public relations, advertising, developing and maintaining your web site, and creating brochures and other marketing materials.

Sales activities are those direct actions taken to secure customer orders. Sales include submitting proposals and estimates, in person or on-phone sales calls, e-commerce on your web site, trade show presence, etc.

Most professionals try to do both. The problem is, people who are good in marketing usually can’t sell and the best sales people—those who can close the customer—are often terrible at marketing.

With limited budgetary resources and limited staff to execute our business plan, do we increase the marketing or find qualified sales staff? What is a good solution?

First, recognize you need BOTH marketing and sales to run a successful business. Second, look to outsource a good marketing person who will work for you as a consultant, or offer a base salary plus a commission structure to a good sales person. There are a lot of strong commission-based sales people looking for work as a result of the mortgage industry nightmare.

Solve the obstacle of increasing your marketing and sales efforts, and watch your business grow. nn