Although sales management and marketing management are closely interlinked, each has its distinct features that set them apart.
What is marketing management?
Marketing management involves choosing target markets, acquiring and retaining customers through creating excellent customer value. The products and services offered need to design as per the requirements of the target market. Effective pricing, communication, and distribution are used to carve a niche in the market. A definite program is chalked out keeping in mind the existing and future market situations. Marketing management is concerned with the ultimate execution of these plans with the ultimate aim of achieving the organization’s goals. It essentially revolves around planning, implementation, and control of marketing campaigns or programs.
What is sales management?
The process of evolving a sales force, synchronizing sales operations, and executing sales techniques that assist a business to consistently achieve its sales targets is called sales management. Precise sales management processes are essential when it comes to boosting sales performance for any size of the operation or any industry. the sales management process can be the difference between surviving and flourishing in an increasingly competitive marketplace. There are three aspects of sales management within the sales process:
- Sales Operations
- Sales Strategy
- Sales Analysis
Sales Management vs Marketing Management
Sales management mainly deals with managing an organization’s sales operations. It is mainly concerned with the actual sales of the product or service. The entire gamut of activities like hiring and training sales personnel, meeting sales targets, preparing sales reports, etc. come within its purview.
Marketing management, on the other hand, builds the brand. It makes the market aware of the products or services available. Marketing resources and activities are used to create demand. Sales management vs marketing management is more apparent when we compare the two on various parameters:
- Orientation: Marketing management ascertains human needs and satisfies them by providing products/services required. Sales management is concerned with inducing customers to purchase the offered goods/services
- Focus: Marketing management focuses on market needs while sales management primarily deals with the needs of the organization.
- Scope: Sales management is related to the product and the flow of the product to the customer . Marketing management includes all activities which facilitate the flow of goods to the buyer like advertising, sales, research, customer satisfaction, after-sales service, etc.
- Objective: Marketing management seeks to identify the needs of the customer to create products to satisfy their needs. The objective of sales management is to convert shoppers into buyers.
Sales vs marketing roles
Sales and marketing are business functions within the organization. The sales role and the marketing role are very different in their scopes.
The job responsibilities of a sales manager include:
- Meeting the customer’s requirements
- Assessing sales performance
- Sales budget forecasting
- Dealing with suppliers and distributors
- Representing the company at exhibitions and events
- Quantity and quality control of goods before sales.
The marketing manager’s role includes:
- Coordinating between various stakeholders like customers, investors, competitors, suppliers, etc.
- Designing and reviewing marketing campaigns.
- Conducting market research.
- Organising various events.
Although sales management and marketing management are very different in their scope and areas of focus, their objective remains one, which is, to favourably impact lead generation and revenue.