Which discipline leads the charge?  Is it sales or marketing?  I came up the ranks with sales then moved over to marketing after holding several sales and sales management positions.  I also have two post graduate degrees which involved an MBA and marketing studies.  This is relevant because there has always an argument about who leads the charge to the finish line. So, is sales a function of marketing or is marketing a function of sales?
 
I would say the official "academic" position is sales is a function of marketing. This is most often the case with consumer-oriented companies. Manufacturing companies tend lead with sales. While there is no right and wrong answer, the Internet has changed everything and the blending of sales and marketing is one important change.
 
My company is a HubSpot Partner. We recently had the opportunity to take part in two powerful sales training courses. The takeaway value of this experience can be measured in new client acquisition. A HUGE shout-out Dan Tyre and David Weinhaus for sharing this information and boosting our sales skills.
 
The first valuable lesson I want to share is the nature of sales and marketing today. It is interwoven more than it ever has been. Like the illustration below, sales and marketing are a continuum.
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HubSpot uses the term "smarketing". Others term it "sales driven marketing". They are both descriptions of the interwoven continuum that never ends if done right.
 
The second lesson I wish to share is the importance of the continuum itself. Successful sales and marketing happens when there is no break in the continuum. It is a seamless transition.
 
Many sales and marketing organizations have a break in the handoff of qualified leads. Marketing and sales do not communicate well. Leads disappear into a black hole. Sales do not happen that should. Marketing does not get the feedback it needs. The cycle is broken and everyone loses, especially the business owner paying for results.
 
bridging the sales and marketing gap
 
The key to bridging the gap is to use processes and software that create a continuous loop. That's the magic of HubSpot software. It unifies sales and marketing in a single platform. This connects sales and marketing teams and pays off big time!  Both disciplines produce better results and boost company growth.
 
We now have a tool that automates the connection from marketing to sales. HubSpot's sales AND marketing platform=no black lead holes.

P.S. HubSpot now offers a Service component, helping your team turn customers into raging fans. More about that later.

Posted in: Inbound Marketing

Robert Donnell

Robert Donnell