If you need sales immediately, a marketing plan isn’t going to help you. It doesn’t have time to work.
If you need qualified prospects and closeable pipeline right now, you likely don’t have the luxury of developing, executing and driving response from a marketing program.
A friend recently asked me to review a marketing plan he had developed by a consultant. It was a well thought-out plan – great positioning, some great content and event ideas, a strong play for long-term brand and business-building.
Only one large problem: he needs to drive results within 3-4 months, far faster than that plan has any chance of delivering. He needs a sales strategy.
We spend a lot of time talking about how sales and marketing need to operate as a single, cohesive and integrated unit – aligning around a common understanding of the target market, priority personas and key metrics. But there is a time and place for marketing, and a time when direct sales is your best bet.
Ultimately, if you only “have time” for a direct sales strategy, your acquisition costs will be unnecessarily high. That might be an acceptable trade-off to hit your number in the short-term, but long-term success and profitability comes by aligning marketing programs to long-term goals.
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