The vision of Marketing communicated can kill the sales process
Marketing has a long time frame and addresses many people.
Sales is short term and is directly aimed at one prospect.
Marketing communication
Marketing needs to look into the future and have vision to communicate: else the market image of the company will be one without vision.
Marketing will need to prepare the market: the influencers and the decision maker for the next generation of solutions.
The Marketing communications will give confidence to the decision makers and influencers that the vendor has vision and is moving forward into the future. This is an important element in the sales process.
Sales needs to sell the current solutions
Sales needs to propose solutions that are available now.
Even more important Sales needs to give the confidence that the solution in the near future still will fit in.
Buying a solution that will soon be obsolete is not likely to happen: it is even hard to sell a soon to be obsolete solution with a big discount.
The Marketing and Sales crash
This is where marketing and sales can crash:
Marketing communicates stories with visions of the future solutions.
Sales needs to sell the currently available solutions.
If the visions communicated by Marketing makes the products or solutions Sales is trying to sell obsolete, then Sales will have a hard time to convince the decision makers in the company to buy:
- The benefits of the currently available solutions.
- The differences and advantages with the solutions of competitors.
- The ‘in house’ competitor created by Marketing.
These are three battles to win. The more battles the more change to loose one. By losing one battle, the sale is lost.
Thus the current solutions need to blend in with the visions that Marketing is communicating.
How does your company align Marketing communications and Sales pitches?
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