Sales and marketing
often has a love/hate relationship.
The common refrain
within sales
is that they don’t know what marketing does.
A loved one is a great salesman.
He has, however,
always worked with smaller companies.
Recently, he moved
to a larger company,
a company with an established brand.
After his first sales call,
he told me excitedly
“I didn’t have to explain what we did.
And I didn’t have to tell them
why they should trust us.
All I had to do was
concentrate on the product.”
THAT is what marketing does.
A strong brand
(often the product of great marketing)
allows salespeople to concentrate
on the product,
the relationship.
Strong marketing should translate
to an easier sale.