[Disclosure – this blog post contains adult sexual references, though not expressed in a vulgar way, because that would be a poor show.]
I thought I’d open, dear reader, with a warning, as I’d hate to see your double espresso do a U-turn as you read this. The adult reference is not to the title of the well-known song that you will find in the subject line of this blog post (and I can imagine there might be a slightly different audience finding this post as a result) but to an analogy for the difference between sales and marketing.
The rivalry, jibes and sometimes gulfs between sales and marketing is a path so worn away with words that I hesitated before I wrote the post, yet I think my point has merit.
In the old days, you could say that marketing was like sex for 1. A mainly solitary exercise, you would be crafting strategy, messaging and plans in your own company. Sales, on the other hand, was like sex for 2. You were building a rapport with that person, listening and catering to their requirements.
The connected economy has blurred those lines almost beyond recognition. If I’m a salesperson, my B2B customers can do their research online, see how people score what I offer, without ever having to dance with me until they’re ready, and on their terms. I don’t sell to them until they’re ready to start the relationship – unless I understand how to use the same processes to guide them to me.
If I’m a marketer, while I should always have been listening to the market, I can get instantaneous feedback on what I’m putting out there and can collaborate with my customers in real time to give them what they need.
The best salespeople, marketers and customers are those that understand the leveraging power of the Internet and use it to put themselves in the shoes of the other person. That way they can relate to them more, and partner with them better.
Hi Paul. Can you explain to me what “B2B” means, please?
LikeLike
Sorry Andy, I shouldn’t be using abbreviations without explaining them. B2B is short for business-to-business, where companies sell stuff to other companies. Likewise B2C is business-to-consumer where companies sell stuff to consumers like you and me. Selling a timber-framed house to Mrs Smith of 22 The Pippins is B2C, whereas selling a timber-framed block of flats to Archibald Leach Housebuilders Ltd would be B2B. Then, to further confuse you, you can also get B2B2C models like a ecommerce platform provider who sells to a business who in turn sells to consumers and this B2C part also benefits the platform provider. Glad you asked now? 🙂
LikeLike
Yeah baby! That’s cool biz-speak right there. I shall be sure to drop it into the next Managers’ Meeting!
LikeLike
Glad to be of service..
LikeLike