Sales – in addition to – marketing are very frequently seen as two separate departments within an organisation. Although their day-to-day operations are focused on different aspects of the customer relationship, they should function together as a single unit. Their relationship is irrevocably interconnected. Recognising where each team specialises and how they can come together to generate growth is key.
What is the role of marketing?
Marketing encourages leads and forms relationships with potential customers through a number of strategies. Some of these plans include:
- Promotion through flyers
- Trade shows
- Referrals networks
- Digital marketing.
Digital marketing is part of what we recognise as New-Age Marketing. This type of marketing has become a key focus in recent years as the process through which customers research and then buy products and services has drastically changed. Digital marketing techniques are addressing alteration in customer behaviour. In addition, these have positive effects on not only the number of leads but also the quality of these leads. This ultimately generates improved growth.
Getting in touch with customers
Marketing reaches out to these likely customers and gives them knowledge and incentives about their business and their products. This is done through promotions as well as campaigns. They nurture leads through cycles in order to ensure that people keep coming back.
Getting the initial sale is important however a good marketing team keeps people interested in the other value-adds the company has to offer. Marketing establishes a relationship between a large customer base as well as the products and services which the business sells.