I just read the post “Are You ‘Spinning’ the Wrong Marketing and Sales Formula and getting nowhere fast?” by Mark Allen Roberts @markaroberts, from July 12, 2009:
“[…] businesses lack or have the wrong formula for sales and marketing. […] They keep working harder, spinning faster and faster in sales adding more training but 40% still miss achieving their sales goals. They lack the correct formula to feed (marketing) their sales in relation to their selling activities.
When I worked for Frito-Lay I was fresh out of college. I would say the formula back then was; 30% marketing and 70% sales and service. Marketing did research and generated brochures and sales would pick and choose the tools we thought would work. Frequently we would create our own tools borrowing what we liked from what marketing created. This model may have made the marketing team at Frito-Lay cringe, but it worked in the 1980’s. My Unit of route salesmen realized huge sales gains year over year […].
That formula; 30% marketing/70% “bare knuckle selling” worked in the 1980’s The problem today that is the 30% marketing/70% sales formula is dated and backwards.”
What happened? Sales 2.0 happened!
“The change that caused this formula to flip flop was the internet. The advent of the internet changed how buyers gain information. Salespeople are no longer the ”keepers of the product knowledge keys”. Buyers now demand; instant, accurate, authentic information at their finger tips 24/7. Not only must we provide this, but we must provide product information in the voice of the buyer so they quickly can find solutions to the problem(s) they are trying to solve. Fail to clearly state the problems you solve and the buyer “clicks” their way on to the next website. One of marketing’s key roles is now sales enablement.
Today the formula for most businesses should be 70% marketing and 30% sales and service.
Peter Ducker said: “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” To achieve this definition a considerable amount of time must be spent in understanding your market.
Buyers like to buy; they do not like being sold. […] Sales today have a responsibility to start conversations and lead buyers throughout their buying process until they are ready to buy. Salespeople must now “serve” their clients as opposed to “sell” them. I discussed the top concerns buyers had with salespeople in my post titled: WARNING: Buyer’s say what salespeople do wrong? PRICE is not on the list! Buyers today want salespeople to listen and understand their problems before presenting what’s in their bag.
[…] The smaller companies I have helped did not have marketing departments and we outsourced the development of sales tools to ad agencies. As companies grow they segment and define roles more clearly. I really do not care what you call the person that does it, but someone must understand your market and how your buyer’s buy.
How your buyers buy has changed since the 1980’s and market leaders have already made the sales and marketing flip flop to insure buyers move quickly through their process to a sale.
Stop “Spinning” the wrong sales and marketing formula, working out harder and harder only to miss your goals.
Find out how your buyers buy and create a winning formula for how your buyers buy today…
… or keep spinning with your heart rate racing while your competitors adjust their formulas to the market of today and leave you in their dust.
How about your company…
If you had to guess, what % is your companies’ energies are spent in the roles of sales and marketing?
Are you still “bare knuckle selling” or are you helping buyers find you, and supplying what they need to buy from you?
Do you know how your buyers buy?”