Sales As the Heart of Essay

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An example of how pervasive sales can drive marketing is the inception and rapid growth of Salesforce.com (Campbell-Kelly, 2009). Salesforce.com is the leading provider of Software-as-a-Service (SaaS) applications for Customer Relationship Management (CRM) and Marketing Automation applications. The company was founded by a series of sales executives from Oracle Corporation who realized that the future of enterprise software was going to shift drastically away from on-premise, expensive licensing agreements and migrate to being able to lease only the applications needed. This is the essence of the SaaS business model, which the sales executives who founded Salesforce.com helped to define as they grew their business (Campbell-Kelly, 2009). Would Salesforce.com be as successful as they are right now without having sales executives driving the development of the application? Most likely not because the highly specific needs of enterprise software buyers for CRM systems needed to be understood in detail for the company to build such effective applications. Sales executives from Oracle who now run Salesforce.

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com marketing drive their marketing campaigns with personalized strategies instead of relying purely on the digital techniques so many marketers prefer.

Conclusion

Sales owns the majority of marketing direction in companies where the needs of customers change rapidly, are highly complex, and require an intensive level of expertise to meet over time. In challenging economic times sales often ends up running marketing because sales professionals spend more time with customers over time, understanding their needs in detail. Marketing has often resorted to orchestrated, well-coordinated and choreographed strategies yet often they lack the voice of the customer and an appreciation of what is needed to be successive. Sales in difficult economic times also has a much higher level of focus on making marketing as efficient as possible and closing business (Campbell-Kelly, 2009). With a large percentage of their incomes on the line, sales will often go to extraordinary lengths to ensure the success of a selling strategy (Paparoidamis, Guenzi, 2009).....

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