Viewing Marketing and Sales as Two Sides of One Coin

By Anna Kennedy

Part of Business Development For Dummies Cheat Sheet

The first experience your customer has of your company is through your marketing and sales efforts. Set these functions up for success. Here are a few things to work on:

  • Brainstorm how to help your customer find you. Get marketing working on a plan to attract more prospects.

  • Create a strong company identity – you need to stand out.

  • Get a great website – one that talks to your customers, not at them.

  • Get a LinkedIn presence – set up your company and personal profiles and ask your network to connect with you and follow your company.

  • Create good collateral (marketing material) that explains what you do and how you do it.

  • Work out how many new leads you need each month to drive your sales.

  • Make marketing responsible for getting leads. Ensure that your salespeople focus on converting leads into sales.

  • Give the salespeople what they need to be effective: good leads, good collateral.

  • Write a great contract and don’t start work until you and your customer have both signed.