Many people, regardless of industry, often combine two vastly different concepts: sales and marketing. While these two often work hand-in-hand to achieve great things and impossible tasks, they are incredibly different. I’ve heard all of the analogies – from salespeople being the talkers and the marketing people being “the brains” to both of them being written off as swindlers. Guess what: everything you have heard is probably 100% wrong.
So let’s set the record straight. What is marketing? What is sales? How does understanding sales and marketing help the business of a medical device sales rep? You know the drill. Let’s get started.
Sales: More Than Just Closing Deals
We have all seen Glengarry Glen Ross and that infamous scene where Alec Baldwin’s tells everyone to “Always Be Closing”. But the sales techniques of the past (even from the middle 2000s and early 2010s) aren’t going to cut it in today’s world of big data and transparency.
Sales reps today have to work even smarter to maintain and expand their territory. By utilizing groundbreaking and growth hacking strategies like sales acceleration, you can use actionable intelligence to grow your business. So, what is sales in the modern age? Is it just a series of numbers on a spreadsheet or a signature on a dotted line? Kind of, but it’s more about data interpretation and synthesis than it is meeting quotas. It’s also about utilizing the latest technology available to the masses and keeping up with the “Joneses”. If your career is in sales, and you do not stay up to speed with mobile tech – you are losing out.
The best way to look at sales vs. marketing is to consider sales the “Brick and Mortar” or “Practical” aspect of this relationship. You’re focused on hard statistics and timelines like sales numbers and fiscal quarters. Even moreso today, with big data playing an increasingly large role in how we conduct business, salespeople and medical sales reps are focused on numbers. The closest and simplest analogy would be the STEM department in your average university.
Marketing: Not Just Facebook Ads & Commercials
Let’s piggyback on that last paragraph. If your sales team is like the STEM department, what would that make the marketing team? If you guessed the social sciences and arts, you nailed it. In the same way that a society can’t function without its engineers and doctors, you need artists, writers, designers, and researchers to come full circle in the world.
The marketing team crafts the message that the sales team represents. Whether you are offering a service or a product, you don’t just have a Powerpoint of bulleted lists of why someone should be interested. You have engaging copy on marketing materials, online web ads, LinkedIn blog posts, or even in-person campaigns. Of course, individual sales reps have to pull double duty on this one; there is no “marketing department” to bounce ideas off or “HR department” to depend on for administrative help.
Regardless of the scope of your business, you need to always be ahead of the trends while still employing current strategies. One of the most popular marketing techniques today is selling a mindset or lifestyle instead of products or services. Brand loyalty hinges upon transparency and relatability of a company significantly more brand legacies. This is the point where sales and marketing come together.
Want to be a Great Sales Rep? Master Sales AND Marketing
Combine concrete numbers with creative problem solving solutions and you have a recipe for success. Your next question might be, so which came first – chicken or egg? Truth be told, that doesn’t matter. What matters is how your sales and marketing strategies work with each other toward the ultimate goal of success. You can’t make sales if your marketing doesn’t produce leads and you can’t turn leads into sales if your sales reps aren’t taking those leads successfully down the pipeline to close. Some have tossed around the term “smarketing”….but I have a better suggestion: sales acceleration.
What if there was a way you could marry sales and marketing into one software tool? Meaning, what if there was a tool that both generated qualified leads and then helped sales close the deal AND maintain the account? It is possible. Right now – sales lives in CRMs, and to a certain extent, marketing does too, however marketing also lives in marketing automation platforms and a million other types of platforms that cost thousands of dollars and turn your “tech stacks” to high-rises with confusing ROI’s. There is no reason why sales and marketing should work within different technology platforms when they can work hand in hand.
Sales acceleration strategies can streamline sales and marketing team processes for startups and enterprise level businesses alike. You don’t need tons of different specialists or software and programs anymore. Your all-in-one-tool for growing your business is right here with ProSellus Growth Engineers. Email me Scottwalle@prosellus.com to discuss the future of your business and be sure to read more about sales acceleration, growth hacking, and other medical sales reps tips on our blog.