The Relationship between

Sales & Marketing

SALES MARKETING

VS

Agenda

• Sales & Marketing Funnels

• Sales VS Marketing Perspectives

• Scenarios

• Types of Relationship

• Conclusion: Why Sales and Marketing need

each other

SALES

Lead Generation

Lead Qualification

Closure

Portfolio

ManagementCRM

Awareness

Consideration

Conversion

Loyalty

Advocacy

Re

ferr

als

Wo

rd-O

f-Mou

th

MARKETING

Sales & Marketing Funnels

Sales VS Marketing Perspectives

SALES MARKETING

When sales are disappointing, marketing

blame sales for poor execution of plan

Sales focuses on individual customers

instead of the entire market

Companies should be “marketing- led”

Marketing set price too high

Marketing spend too much of the

budget

Marketing doesn’t understand the

customer enough

• Strong brand recognition in the U.S.

• Spent $340 million for for marketing

• Marketing message not aligned with services

• Sales and Customer services problems

Source: http://www.forbes.com/sites/philjohnson/2015/04/02/im-praying-for-you-sears/2/

SCENARIO #1

SCENARIO #2

Country Manager

VP

Sales Consumer

Product/Video

Director

Manager

Manager

VP

Sales Digital

Manager

Manager

VP

Sales Theatrical

Director

Manager

Manager

New

Movie

VP

Marketing

Manager

Manager

Director

Relationship and how it works

Defined Undefined

Aligned Integrated

Why Sales and Marketing need each other

SALES MARKETING

Marketing metrics can

drive sales

Marketing create

message

Develop collateral

materials to help sales

force attract, qualify

leads and close sales

Using sales wins

analysis to identify

right target market

Sales have a

conversation

Average growth

of 32% in annual

revenue

Loses 36% of

fewer customers

Improved

Marketing & Sales

ROI

POSITIVE EFFECTS

THANK YOU