Marketing and Sales: A Crucial Relationship

When Although the two functions seem to go hand in hand, sales and marketing often work separately. This can lead to miscommunication costing the company. In my experience working on the sales side, we get to see first-hand which products are trending among certain demographics. We also get to witness shopping behaviors, such as how a customer walks through a store or how they view a new display ad. This is key information that should be communicated to marketing to make vital changes that can affect revenue.

Beauty companies such as Mac or Benefit Cosmetics often have a team of “Beauty Experts” at various retail locations, for example, Macy’s and Ulta. These experts are to introduce the latest products and sample them on clients in an attempt to sell them. This allows getting feedback firsthand from consumers on all levels from product to price. Marketing can use this feedback to create the next campaigns which can target a specific demographic for a trending product.

Without using this information, the focus may be on the wrong products, which as mentioned before, could be costly to the company. The dynamic between the sales and marketing teams could be the difference in generating more revenue, which is why it is crucial to take steps to ensure these two teams are aligned, such as brainstorming sessions, as suggested by Kelsey Raymond.