It is a fact that marketing and sales differ from each other. However, the fact that they are dependent on each other is often forgotten. Or is it precisely that dependence that causes the tensions? When we look at the most important differences between the two disciplines, it becomes immediately clear why salespeople and marketers sometimes seem to come from different planets.

Group versus individual

Differences between marketing and sales can be found both internally (within the company) and externally (outside). One of the most important and significant differences is the approach to the audience. Marketing has traditionally been strongly focused on groups (target groups) that have certain (often demographic) characteristics in common. Sales on the other hand is completely focused on the individual, the (future) customer. Marketing is/was therefore often less measurable. However, the landscape is changing rapidly, mainly due to digitalization. Digital media make it possible to approach groups in an individual way. Marketing and sales are therefore increasingly intertwined, which we will explain further later.

Need versus transaction

Another clear difference concerns the result of the work. Marketing is intended to create a certain need among the customer and target group. It often responds to a latent need and is therefore charged differently than sales, which is completely focused on the transaction between company and customer.

Pull vs. Push

Marketing basically focuses on creating a need among the target group, even when it may not initially exist. The aim of marketing is therefore to 'pull' the future customer towards the brand. So pull. Sales is more focused on naming the offer and convincing the customer to take action. So push. However, don't be fooled by the way pull and push are applied. Marketing, which is basically intended to create a pull, also uses push mechanisms, such as advertising. on the other hand, sales regularly uses pull mechanisms to encourage the customer to purchase. Especially if there is already a need, such as in the case of search behavior on Google.

Reach vs. revenue

Because of its focus on often broader groups/target groups, with less focus on individual sales, marketing is in many cases judged on KPIs such as reach and frequency.

Questions must be answered such as: “how many people have I managed to reach, and how often have I done so?” Sales obviously has very different KPIs. There, turnover is mainly on the agenda, and in some cases also customer lifetime value. It is precisely at this point that tensions often arise, as we will discover later in this paper.

Strategic versus tactical

Marketing gets much of its input from market research and analysis. It is therefore often more strategic in nature than sales, which is more tactical. While marketing strategist is a very normal position, you rarely hear that someone is a sales strategist. Sales does not draw its input from market research, but also from actual sales figures and market shares. More tangible and therefore more focused on tactics.

Long term versus short term

The last difference that we need to mention and that can give rise to differences in vision is the timeline of the work. Sales is a discipline that is largely settled in the short term. Especially within retail, stress sets in when disappointing sales are recorded a few days in a row. Marketing is a discipline that is much more focused on impact over a long period of time, and is therefore much more focused on the long term. The internal pressure on marketing is therefore often lower than that on sales.

Brand versus customer

Another big difference that we probably don't think about enough. For marketers, the brand, and the reputation of that brand, is paramount. It is central to all activities. It is not without reason that almost all large companies employ brand managers. Their job is to market the brand. Sales, on the other hand, focuses heavily on the customer and the customer's interests, much less on the brand. So there is actually a completely different approach in terms of focus, which can again lead to tensions. Some time ago we wrote a white paper in which we extensively discussed the differences between sales and marketing, as well as the tensions that can arise and possible solutions to close the gap between sales and marketing. Interesting? Then download us whitepaper!