Sales and Marketing to the Research Proposal

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Sales staff members, when they do look at quantitative data or consumer studies are more likely to be concerned about recent consumer's buying patterns -- the sales department focuses on what seasons were slow or strong, for example, rather than strive to predict evolving market trends, based upon long-term data about consumer psychology. Marketing is more future-focused, then focused on the present.

This difference of approach is likely rooted in the different cultures of the sales and marketing departments. The sales department tends to be more of a fast-based, cutthroat 'baseball team' culture, where every individual is for him or herself, and wants to distinguish his or her reputation at making the highest numbers of sales. Marketing tends to take a slower pace, to be more methodical, and, as it has more MBAs than former salespeople, is less individualized and more focused on improving the company, its brand, and its overall market standing. Members of the marketing department have mostly risen through the company hierarchy, while sales department team members have been recruited from top-performing sales departments elsewhere.

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Both of our departments have a great deal to learn from one another. What marketing can learn about salespeople's insight into the psychology of the consumer is invaluable. Salespeople have knowledge of persuasive techniques that work in the real world, not just in research studies. However, marketing MBAs can give the sales department insight as to where to direct their persuasive energy, and to refine persuasive campaigns with tested data about patterns of buying behavior. For example, marketers can suggest key buzzwords that are shown to elicit a high rate of consumer responsiveness that the salesperson to use when phrasing a 'pitch.' Marketing can also research innovative campaigns and techniques that make the sales department more effective.

Ultimately, we are all communicators -- great communicators, with a great product. So we must all work together. We have different departmental cultures, but that does not mean we cannot learn from one another and emerge stronger from the process.

Yours truly,

An anonymous member of the sales or marketing department.....

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