by Scott Schenker
Marketing is… one half of an unfinished symphony.
Whether marketing communications, product/solution marketing, experience marketing, brand, advertising, demand generations, social media, or anything else, the balance of the melody is “sales.”
“Sales” is in quotes because this word is also incomplete when it stands on its own.
“Sales and marketing” is a “complete sentence” containing an objective and a verb (you decide which is which–it works either way). The complete story requires a need (organic and/or generated), a solution (functional and/or emotional and/or aspirational), and a method of connecting these two.
Are the Apple stores (drop a dollar in the “Apple is overused as a case study” jar) “sales” or “marketing?” Yes, they are. When you attend a tradeshow, are you being sold to or marketed to? Is the special offer via an email sales or marketing?
The classic sales continuum starts with “awareness” and journeys to…
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