Last updated on September 22nd, 2017 at 11:03 pm

There’s an interesting pair of articles over on the Duct Tape Marketing blog. The author, John Jantsch published two articles, each with the title “Those Idiots in [BLANK] Just Don’t Get It”, one where the [BLANK] is sales and one where its marketing. The interesting thing is that the two articles are identical except that one uses the word sales and one marketing. The point of the articles, as Mr. Jantsch notes, is that “while [sales and marketing] may indeed perform unique and necessary functions, they have shared objectives.”

The problem as the author notes, is thedisconnect that often seems to occur between the two. They sometimes seem to be at odds, with marketing only concerned with getting people through the door and sales only concerned with the sale. It is easy for each to blame the other for failures as a way of avoiding culpability. Sales people will blame the marketers for the quality of customers being generated by the marketing, while marketing will claim that they are generating good leads and their work is bringing in customers and any lack of sales is a failure of the sales people, not the marketing.

But from a practical standpoint, the two need to work together. The relationship needs to be symbiotic. As the Mr. Jantsch puts it:

“[M]arketing is – getting someone who has a need to know, like and trust you, [while] sales is – taking know, like and trust and converting it to try, buy, repeat and refer.”

By definition, the two disciplines rely on one another. Marketing provides Sales with customers who are preconditioned to make a purchase. Sales provides Marketing with a tangible result, they take the customer that Marketing has generated and turn it into income. One does not prosper without the other.

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