The Art of Balancing: Separating Marketing and Sales for Optimal Business Growth
Growing a large crop is a complex process.
It involves studying the climate, balancing soil, planning water systems, selecting crops, and treating seeds for germination. In addition, properly selecting a fertilizer, defending against pests, and providing deliberate care throughout the growth process are all critical steps.
Everything up to this point is a marketer.
Just as a farmer prepares for a large crop, marketing prepares the market by studying and testing it, creating awareness, generating and monitoring interest, and stimulating demand for a product or service.
When the planted seeds grow into mature vegetation, it's time for the sales team to snap them from the vines and place their wares in every basket. Then, finally, they will ensure shoppers make it to the conveyer belt and out the door.
They are responsible for closing deals on products and services to generate revenue.
Combining these two roles into one is like asking a farmer to harvest and sow their crops, by themselves, all in one day.
While it is not impossible, it is a tall task.
Separation allows for clear priorities, metrics, and sharper goals for each role, ensuring that each will thrive and contribute towards the business's success... much faster.
The key to a fruitful harvest is to give each position the focus and attention it deserves, working together towards a bountiful yield.