“Is Marketing the new sales” has been a catchy tag line for sometime and I think that the statement is ludicrous to begin with. However, I think the point that is being conveyed is somewhat correct.
Marketing and Sales have always been intertwined in a sibling rivalry of who is actually responsible for when things go well and who’s fault is it when the numbers aren’t there.
The reality is that Marketing and Sales still play very similar roles that they have always played. Sure, Marketing has more tools when it comes to Customer Relationship Management and Automation Software (i.e. Salesforce, Microsoft Dynamics, Marketo & Hubspot) and yes Sales is increasingly having bigger obstacles to overcome when it comes to connecting with prospects. The truth of the matter is that Marketing loads the top of the funnel and Sales takes them through the bottom as it has always been.
The difference today has more to do with the customer than it does sales and marketing. The customer of today, no matter the market or geography is better educated, more informed and thinks he/she knows what they want before you even have a chance to tell them what you may be able to offer.
This is why Brand and product messaging are more important than ever because your prospects are just as interested in who they are doing business with as they are what they are buying. It is imperative for companies to have a laser like focus on why they exist and what they can offer which is more than just the products that they sell.
