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Clarifying the Difference Between Marketing & Sales

Clarifying the Difference Between Marketing & Sales

What is marketing?

marketingIf you ask this question to different people in business, I would venture a guess that you will get different responses. Marketing, my marketing philosophy, is about finding ways to connect and communicate with your potential customers about the product or services you provide.


What is a sale?

salesThis one is a little more cut and dry; it is closing the deal. Exchanging cash for product or services provided.

The point I am making is that marketing is not sales. Marketing is strategy you use to drive interested parties into your sales pipeline, but it cannot close the deal for you. Marketing, when done properly, should drive the right people to your business and from there your sales strategy should take the person to a close.

Let’s use a football analogy; marketing is your quarterback but the receiver is your sales strategy. The quarterback gets the ball to the receiver, and he takes it into the end zone for the touchdown. Sometimes it takes the quarterback a few passes to get the touchdown to the right receiver; think of this as the multiple touches during the sales process.


Marketing, Sales and Your Website

Now let’s look at your company website; does your website support your end game? If you’re clear about who you are as a business and who your customer is, then you need to evaluate the marketing and sales capabilities of your website.


Lead Generation On Your Website

Is your website designed to communicate and connect with your potential customer in a way to generate a lead? This question is the one you should be focused on as you review your website and how it is supporting your business. If you understand who you are and the needs of your potential customer, then you should have designed a path for them to follow on your website. Think like a physical store that lays down a way to navigate through the aisles. Your website needs to guide the user toward a goal.


Follow Through Off Your Website

Once your website has done its job of capturing the interested party, you need to implement an off website sales strategy. What is your follow through? How will you convert them to a client? This is a sales process now and before you launch a website, your sales process should also be outlined. How many follow-ups does it normally take to convert a customer? How will you connect with them: phone, email or social media? What steps do they take before the final decision to buy is made?

Understanding this process and having the answers to these questions can help you ensure your marketing is driving sales. But it is important to remember that marketing is not sales and we all need a sales process.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office