Published on October 16th, by charliesaidthat 10 Marketing Strategy vs. Tactics — Explaining the Difference It seems to me the misunderstanding between marketing strategy and tactics is far too common amongst marketers, PRs and perhaps more importantly clients who never really question it. I think this is perhaps because strategy is a sexy buzzword used by management consultants and the self-proclaimed ninjas, gurus and The Apprentices of the world to infer some secretive superior knowledge. So, what is the difference between strategy and tactics?
For too long, there have been unfruitful turf wars between sales and marketing teams. So why have these disagreements and misconceptions been allowed to fester for so long?
According to an article in the Harvard Business Review Augusttraditional marketing — i. And we at Barrett concur. Traditional marketing which has become little more than an expensive, very often valueless mass communications methodology has failed.
As far as mass communications is concerned not only has it failed, the internet and social media have surpassed anything the conventional marketing professionals have to offer.
There are three pointers that prove this… First, buyers are no longer paying much attention to marketing messages.
Studies show that in the decision-making process traditional marketing communications techniques have very little credibility or relevance. Buyers are checking out product and service information in their own way, often through the internet, links to business associates and through direct interaction with supplier organisations — many of whom communicate using smartphone technology.
And they are doing it in their own time, at little cost. The two key questions that need to be asked are… Why has marketing taken such a credibility beating? As important, why now is sales finally getting the professional recognition it really deserves? Whilst over the decades of continually changing buying patterns and behaviours sales has made the necessary adjustments — from Snake Oil Selling in the s to the sophisticated Solutions Selling of the 21st Century — marketing has continued, in the face of the increasing change, to hang on to its outdated model.
And whilst the internet is turning sales and marketing on their heads and rapidly changing the playing field — one click at a time — marketing is still struggling to make the move away from the old formula of Product, Price, Place and Promotion i. And though marketing has recognised the growing power of the internet, its practitioners have made the fatal error of trying to apply old models to new buying patterns.
The result as the Harvard article pointed out is a disaster for marketing. Trying to extend the 4 Ps to a world of social media simply misses the mark.
Even Facebook and Google can tell you all about it.
It finds itself mired in an ongoing debate about whether marketing on either Facebook or using Google Ads is as effective as it needs to be. The reality is that the internet, smartphones and social media have changed the world of sales and marketing. The interesting thing is that both sales and marketing professionals saw the changes coming.
Sales, on the other hand, has simply adapted the selling techniques to accommodate the avalanche that the internet and social media represent in the way people buy. In turn this has bolstered the credibility of sales, at the same time as marketing is struggling to regain some vestige of credibility.
From a sales perspective, professional salespeople have learned that they needed to break the umbilical cord that has given them so much comfort in the past.
Nor is it necessary for marketing to invest in expensive collateral and printed brochures that sales really only use as a crutch for a lack of product knowledge.
Now these activities and many more are being performed jointly by effective sales and marketing teams. Teams that work collaboratively to engage with their buyers in a more holistic manner.
Marketing is… 1 Marketing is one to many. Marketing brings you the average result not the specifics. That means reading their digital footprint and understanding their online chatter as much as it does focus group discussions.
Marketing looks for new metrics about consumer clusters and grouping. Online groups are markets of the near future as more and more people cocoon themselves and shop less. Sales is… 1 Sales is about one to one.
It is where the stories and brand come to life. It cannot be averaged. Sales professionals talk to their customers about the joys of risk free offerings that help them realise their goals and objectives. Sales engages with customers to understand what risks they face when making a purchase and then learns how to position their companies as risk free alternatives.
From many people to the individual, the central plumb line — the business of the business — needs to be consistent and help each customer connect in a meaningful and specific manner that is relevant to their situation and their view of the world.
Remember, everybody lives by selling something. Sue Barrett is a sales expert, business speaker, adviser, sales facilitator and entrepreneur and founded Barrett Consulting to provide expert sales consulting, sales training, sales coaching and assessments.
Monday to Friday, SmartCompany.Difference Between Sales and Marketing Executive November 13, By Surbhi S Leave a Comment The sales executive is the most important link between the company and its clients, who offer products and services to the customers and negotiate contracts, so as increase profits.
Difference between Sales and Marketing • Marketing is everything you do to open avenues for sale, sales is everything you do to close a sale. • Marketing moves a potential customer close to sale, that is marketing makes the initial move to transform a cold customer in to warm and move closer to sales.
In general we use marketing and selling as synonyms but there is a substantial difference between both the concepts and marketing vs selling are different. While Selling is focused on the short term, marketing is focused on the long term. This article lists all differences between Marketing vs Selling.
Almost daily, I run into the misconception that the function of sales and business development are interchangeable, from co-workers to industry peers. Jun 29, · Advertising and sales promotions are two key aspects of a company's financial success, but there are significant differences between the two, including the fact that advertising is a continuous.
Sales vs. Marketing. When a new product or service hits the market, sales and marketing professionals work to get consumers to purchase it. The sales team behind a new product or service launch deals with communicating directly with customers, creating a buying experience and closing the sale.