by Zaf R.

Created on: April 30, 2008

The Marketing function creates the dark clouds, and the Sales function makes the rain. The two share a symbiotic relationship within their organization. The sales force is concerned with pounding the pavement, cold calling, knocking on doors or surreptitiously staking out potential leads, while the marketing force provide them with the ammunition necessary to close a sale.

In a nutshell, the marketing department's job is four-fold, known by its acronym "AIDA", which is: to create, (a) Awareness, (b) Interest, (c) Desire, and (d) Action. With this in mind, they then go about the process utilizing the various marketing tools to achieve this. If they do their job effectively, then the sales force's job becomes easier.

I say "easier" only to compare with the sales force's job without it, for by no means are their jobs easy, even with a stellar marketing campaign. Out there they battle head to head with other salespeople in a highly competitive market. Their job is to bring in the sales or "make rain" as it's called, and it's also four-fold, which is to (a) Build a list, (b) Schedule appointment, (c) Make presentation, and (d) Close the sale.

The marketing campaign is more than just media advertising. Countless hours are spent on research into demographics, target markets, market share and market trends before a campaign is launched. An equal number of hours may be spent in developing the sales tools to be used by the sales force. The design of brochures and other sales literature, websites, creation of promotional DVDs, slide shows, sample packs, and other promotional material is a carefully planned process, constantly being evaluated and modified with the input from the salespeople in no small measure.

Being in the front line and in the trenches truly tests the effectiveness on the marketing department. That's why the sales force is well equipped to provide valuable feedback and even offer suggestions for improvement. However, management needs to be aware of the potential of conflict between the two functions. Because of their interdependent nature, there is the risk of attributing blame when things don't work out as planned. Remember, these are people, with personalities and egos and all the baggage of humanity. Therefore great care has to go into the hiring and staffing of the personnel in these departments.

Marketing and Sales are not discrete functions and may sometimes overlap, and they must work closely together at all times. By understanding and appreciating their key responsibilities, management can successfully maintain the two departments so that they tie into the overall objectives of the company. Of course without them, well, the products wouldn't sell themselves.

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