Marketing & Sales

A lot of people surprisingly think sales is the heart of marketing, but sales and marketing really exist entirely independently.

The reality is that sales are vital to any profitable operation and marketing is typically used to maximize sales, increase conversions, reduce unnecessary costs, land partnerships, demonstrate value or just to spread an idea. Sales are often the result of marketing; however, both are separate processes.

It is, unfortunately, more common than one might think to find sales teams that lack any kind of communication with a marketing team other than to automate leads. Marketing can mean anything that isn’t directly a sale such as advertising, CRM, tests, product development, price adjustments, reviews, research and development, account management or campaigns.

Some salespeople are excellent at landing sales consistently enough to where marketing is secondary, but not every type of product can survive that way. The more expensive a product or service is, the more patient and direct a business has to be making salespeople more vital than in a situation where very little pressure is part of the decision process. The approach is different too. Closing a sale is no longer an objective with modern sales techniques; at least not conventionally.

Marketing has become so driven by data, it’s almost unnecessary to learn how and why the methods work (almost). Of course, once the data is collected, utilizing it is the tricky part. Understanding the consumer’s needs and wants is still the heart of marketing. The right data can reflect consumption and can be organized any way needed.

Algorithms and machine learning can simplify analytics and produce a wider array of information. The purpose of better information is to optimize processes from ad to sale to review to repurchase.

In the past, the cycle was less data dependent because people were more trusting of advertising. Ad blindness is to blame for the aggressive advances in marketing. Some call modern practices invasive due to the accuracy of ad placements.

It is possible to survive as a business without much marketing but at the very least, leads must be generated and qualified. The reality is that everything varies from industry to industry.

Things You Can Automate

When you’re just starting off, it’s practical to consider all the ways you can improve your organizational structure, marketing rates and customer satisfaction. Every day, new software is released announcing the latest and greatest capabilities of artificial intelligence. Here are some things you can automate with software, bots and hardware.

The top companies are very on top of staying up to date, especially with competition hot on their tail. The last thing they want is to fall behind. Taking note from the greats, consider using SaaS (software as a service) to email dozens of contacts at a time. With the time you save, you can either double your productivity or enjoy the temporary freedom.

Some services are now fully able to automate

  • market tests,
  • landing pages,
  • analytics,
  • automatic segmentation,
  • A|B tests,
  • email campaigns,
  • scheduled content,
  • keyword data,
  • competition reports,
  • proofreading,
  • database backup,
  • IT security and
  • alarm systems.

Without a doubt there are more that are not on this list. Automation becomes more important as a business prepares to scale. Without cash-flow, it might be hard to justify spending money on services every month.

Not every business needs every kind of automation. Before software, business owners used training processes to automate operations. Now that the world has become a loosely unified service economy, less time is needed to accomplish repetitive tasks.

While it can be scary falling behind, relying too heavily on software has its liabilities. Be modern, but be smart.