What is the connection between these aspects so different from each other yet so similar? Very often speaking with entrepreneurs we realized that much of them confuse the “marketing” function with the “sales” function. It happens that many entrepreneurs exchange sales forecasts with goals and marketing strategies.
It is a fairly widespread and resounding error because the two business activities are different and distinct between them, albeit connected.
In fact, it could happen that your company has very good and capable vendors. If, however, these vendors do not have the right products and services available to customers, they will struggle to sell the products to their clients. In the same way, your vendors can be very good but they need marketing to “collect” the fruit of their work. That’s why the two business activities are linked together. So it can happen that if the marketing function has not sown well, the fruits that collect the sellers are very few!
Two vital functions for the company in comparison
Our experience of business consultants makes us say that introducing the concept of marketing in the company is not easy because it tends to be misinterpreted and often to be even forgotten as soon as they arrive the first successes in the company! Speaking in marketing and sales companies often becomes a rather difficult topic because of a lack of enterprise culture that, in our country, still has difficulty in highlighting the real differences between the two concepts. So, let’s see what it is.
What does it mean for a business owner to do marketing? It means analyzing the needs and desires of the market so as to produce and offer products and services that meet these needs. Customer satisfaction must be at the heart of all marketing activities.
In The company defining the marketing goals is fundamental because if these goals are inadequate, all business operational efficiency is likely to be compromised.
The target market
Are you wondering how to define your marketing goals? Simple! Start by defining and analyzing the market as a whole and that is both customers and competitors. This way you are able, too, to define and identify your TARGET market. Then try to define the opportunities and threats that the market offers you. Once you have identified your target market and after defining its characteristics only then you can define your offer of goods and/or services in reference to a specific market segment.
In light of what we have so far written, you will agree with us that, when it comes to marketing and sales, we are referring to two very different concepts precisely because marketing is not just advertising; Indeed…
The marketing function has a central and decisive role in the business planning: In fact the marketing plan participates in the strategic planning of the company both as “part” of the Business Plan (or business plan) and as “support” to its drafting. And it is precisely for this reason that all companies should have within their organization chart human resources that deal with marketing.
The good economic result of an enterprise is measured from revenues that should be based on previously defined objectives and consistent with the signals coming from the market.
So we recommend to each entrepreneur that, in going to define their own turnover goals, must take into account their competitive positioning in relation to the competition and its customers. To define its positioning in the market, it is necessary to reflect on its customers, on the competition, on the services substitute products, on the market entry of new competitors: to reflect on these aspects means to be able to “govern” and not suffer!