If a company owns a shopping place and decides to hold a special event to attract customers to the place, the company would most likely entrust the job to the marketing team. The task of the team is pretty straight forward.
To ensure that many more people are well aware about the event and will be keen enough to go to the shopping place on that particular day. Therefore the task of the team is to come up with the right kind of attraction to clearly differentiate themselves from the rest so that people will be keener to attend the event.
So marketing team will be given an appropriate budget to spend and promote what it takes to make it successful.
Driving traffic to the shopping place is a clear cut objective.
How many attending the event is a measure of how successful is the marketing initiatives.
On the other hand, if the ones who attended did not buy anything or sales are so much lower than expected then what does it mean?
Does that mean the marketing efforts have failed?
Marketing could claim that is not their objective to ensure that the sales target is achieved or surpassed.
Marketing could put forward the case that their primary responsibility is to raise awareness about the event and to ensure that a certain quantity of people can find time to attend the event. As long as these two primary objectives are met, then if the sales are not as expected then it is not their fault.
Sales would probably argue that if the people who attend the function are not the targeted ones and not enough effort is being shared with them then they cannot be blamed in an entire manner if the sales are not achieved or exceeded against budget.
The debate will continue.
However, the fact remains.
Sales volume is not as expected.
And a lot of money has been spent on promotion of the event.
There is a saying that sales team makes all the money and marketing team spends all that money.
So who is right and who is wrong?
In the context of the shopping place, marketingâ€™s task is to ensure that as many as possible from the target group attend the function. For example, if there is a function which involves cars, the car enthusiasts who have the financial means to purchase that type of cars should be the primary priority. There is a need to differentiate between car enthusiasts for awareness purposes and car enthusiasts for sales purposes.
However raising awareness itself should not be the primary objective.
Sometimes the most recognizable brand is not necessarily the best selling products.
Brand recognition does not pay for your companyâ€™s salaries and bonuses.
Only sales can do that.
So why focus on brand awareness and brand recognition when sales should be the primary objective?
Somemight argue that without brand awareness that would be no sales.
In that case, a measure of brand awareness that is sufficient to generate the necessary volume of sales should be the priority.
If you make the brand well recognized and it is well understood that that efforts will put in a dent in the profitability and yet not many people are moved to purchase the product then it would mean that the marketing efforts have failed miserably.
If marketing has ensured that the targeted people attend the function, and sales are still below expectation, then the efficiency of the sales team will be called into question.
Sales represent the most important transaction simply because if customers do not buy the products, there might not be enough profit that can be used to pay the staffâ€™s salary.
That is why the customer is king.
They can fire everyone in the company by not spending their money on the products.
And go somewhere else to buy.
Customer can drive a company into oblivion.
The sooner the companyâ€™s top echelon understands that message the brighter is the future prospects of the company.
Therefore what can be done?
Both marketing and sales must work in a coherent manner so that both teams understand each otherâ€™s objectives.
Marketing efforts needs to be more focused towards the targeted group to ensure marketing allocation is well spent.
Sales will need to inform marketing on the right type of target groups to promote too.
Sales need to ensure their team is well trained so that prospects buy from them.
There is no point if the target group of people is there at the function yet the sales team could not get them to buy the products.
It is a collaboration that needs understanding from both parties.
Marketing and Sales sometimes do compete and fight against each other.
Most of the timeso much so that it brings no benefit to anyone.
Maybe they should think about focusing their efforts to compete against their adversary.
Instead of fighting among themselves for once.