Right person – Right cap.

Posted on October 22, 2014

Right person – Right cap.

Sales and Marketing….
Vital functions and roles, that in many organisations have been enmeshed together into one task.
It is not one job; it is two super-important, distinct and separate roles.
And in short succinct description:
Sales – This is the juicy delicious part of doing the deal.
Getting the cashola- Signing up the contract. Sticking in the hook. Sealing the deal that generates the profit.
A person or a sales team ensures what’s for sale, how much, and to whom. Importantly they generate and sustain customer relationships.
With various methods and styles, the role of sales ……is to bust a deal!
Marketing -This is the “look at me” message that you create about your business.
An advertisement, a dynamic stand at a trade show, business cards, uniforms, great looking product, a rocking website, signage, a brand that speaks, the creation of strong consistent branding and messages that bleep and blink and attract.
With various methods and styles, the role of marketing is to shout your name/brand and launch it up above and over the alternatives.
Your sales team will rely on the marketing strategy. They execute the plan, hand out the collateral, talk the talk of the brand and provide feedback to the marketing team. The roles are symbiotic but profoundly unique.
On a recent USA study tour, a rare and exquisitely insightful tour “off stage” at Disneyland provided a superb example of where sales and marketing work together to achieve the outcome. Which if not announced at the beginning of this article, or to be bleatingly obvious –the outcome of both of these roles is to make profit for the company-!
Artists and creatives essentially market Disneyland. They follow the strict protocol set way back in the 1950’s by Walt Disney. These creatives come up with the idea the look and feel and design that supports the Disney Brand and they roll it out to different divisions.
When it comes to the plant element of Disneyland (which is profound and hugely impressive) they storyboard up what a scene or a section of the “land” is to look like, the colours of the plants the style and shape. They are not all interested in what plants can be grown, where or how, and do not even enter discussion regarding it. It is the role of the horticultural team (for this example call them the Sales Team, as they are manifesting the deal that sells) to work within the parameters and guidelines; it is expected that they use their horticultural knowledge, wit and wherewithal to
“make the dream come true”…and they do!
Disneyland is not about compromise; it is not about lowering the bar to accommodate limited thinking. It’s about assigning tasks and roles and rules; right people doing the right job. It’s about selling the brand with continued success and huge profit.
Sales and Marketing are profoundly different tasks. They need each other, but they are totally different people….one is a visionary….the other is the enactor.
An airline pilot can more than likely demonstrate the safety procedures of the aircraft to the passengers; however I doubt that the passengers would like to see the steward fly the plane?