DIFFERENCES BETWEEN MARKETING, SALES AND BUSINESS DEVELOPMENT
Today, businesses offer their products and services to potential customers through models such as B2B, B2C, C2C. Businesses create strategies at the point of contact with potential customers and call these strategies marketing strategy, sales strategy or business development strategy. So what is marketing, sales and business development?
Marketing generally works on topics such as brand management, segmenting and targeting of potential customers, and product positioning. Analyzes product, price, location, promotion cycle. Brand, potential customer and product are targeted. What is my marketing value proposition? Who are my potential customers? Where is it? What am I resolving? It develops strategies to create brand awareness, to discover aspects that make the brand different from competitors, and to find and increase potential customers.
The sale enables the determined potential customers to become paying customers. It is focused on getting paid for potential customers for purchasing the product. It is aimed to close the sale. It develops strategies on steps such as separating potential customers and becoming paying customers.
Business development focuses on long-term cooperation. It works on new partnerships and agreements where firms can achieve win-win. Business development is focused on new markets, channels and partners. It is an issue that businesses with more B2B sales activities need. It is aimed at closing the deal rather than closing the sale. Business development develops strategies for finding new markets, creating channels and establishing new collaborations rather than potential customers.
Here, the potential customer's distinction between marketing and sales should be made well. The subject of "Lead Generation", which is the focus of marketing, the topic of finding potential customers may be the potential customer filling out a form in line with a marketing strategy, visiting the web address or applying to contact him. One-way communication is more intense. “Prospecting” the focus of sales is a point of two-way communication. As the "Lead" gets closer to the sales in the sales funnel, it becomes a "Prospect". Reaching larger groups at the same time is the lead approach of marketing. Cold emails can be an example of this. More closed groups and potential customers with whom communication is provided are the potential customer approach focused on sales.
In summary, with the advancement of technology, companies' awareness of creating brands has increased. Previously, a firm or a person in that firm was more of a part of the strategy to create an element of trust. Companies now reach thousands of potential customers with their brands and offer value suggestions about their products or services. At this point, by making a good distinction between marketing, sales and business development, monitoring the process with statistics in line with the brand, product or service puts your brand ahead of your potential customers against company or individual approaches.
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