The difference between marketing management and sales management

The difference between marketing management and sales management

Managers of many companies think that marketing is sales and sales is marketing. Even some teacher training classes are called? Key account marketing? , the content is mainly about sales skills, problems, explanations, transactions, etc. This kind of confusion will affect the management of the company, so we must avoid this misunderstanding.

Please note that marketing includes:

Prepare products, services and markets strategically and tactically. The focus of sales is: management, training, coaching and motivating sales staff to sell products (including objectives, plans, methods, management processes, tools, salary methods, etc.). ) and recruitment methods.

If the company's products do not meet the market demand (marketing problems), even the best salespeople may not be productive. But if the company's sales management is good, then the sales staff will suffer because there is no result, and vice versa.

Have you ever met a state-owned lubricant company and entrusted the consulting project of marketing management and even sales management to the people who made advertisements for them? Brand planning? The company thinks this is the same thing. However, brand consultants will not know the best practices in the establishment, management, salary or sales skills training of sales channels. No company can fully meet all the needs! Just as most carpenters don't know how to make iron plates into chimneys.

My customer may have a sales department, but no one has customized our products according to the customer's needs. They need an information system to track market trends and configure services according to customer groups. They also need marketing training so that everyone can focus on the customer's company business. They still don't know how to make the existing sales team play a greater role. Then, we can help in two ways through our consultants:

? Marketing strategy consultant? Usually solve the following problems:

Target market segmentation and selection, positioning, brand, distribution channel (P 1), pricing (P2), promotion (P3), product and listing plan (P4), customer service, marketing support, etc. Then, they need marketing management tools to solve various problems and many strategic plans, processes and standardized document formats; Brand movement process; Marketing information system; Dissemination methods and materials; Product and packaging design; Price modeling; Distribution channel policy and many other services.

And then what? Sales management consultant? May involve:

Analysis of customers' purchasing process in different market segments, sales process reengineering, formulation of annual sales plan, design and transformation of sales organization, evaluation and selection of sales personnel-global brand network, role, responsibility and ability model of sales team, formulation of goals and plans, establishment and management of CRM, sales information system, division and development of regions, management, pipeline management, daily sales management process, sales plan, formulation and distribution of goals, and assessment. Incentive scheme design, staged competition, management process and tools of the largest customer, design and establishment of training courses, coaching and incentive skills, leadership training, product knowledge training and competition, etc.

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