It occurred to me that some businesses may actually be making a choice of sales over marketing. They believe that marketing may be too abstract, certainly when compared to sales that have a more immediate result. Hire a salesman, the reasoning goes, and you will soon count the successful “hits.” Invest in marketing and you may end up throwing “bad” money after “bad” money. This is particularly true when a company works with limited funds.
A food company client looking to boost sales was engaged in just such an exercise. The president of the company was being pulled from both sides. A senior marketing consultant opined that his company would be far better off investing in long term branding and marketing while a fiscal advisor retorted that he “always had time to risk money in marketing.”
Continue reading “Marketing and Sales: Perfect Together” on Lubicom’s Marketing Blog.
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