Are You a Sales Organization or a Sales & Marketing Organization?
We work with many companies who started out in a similar way: a founder with technical expertise and passion striving to do what they love for more people. The energy and tenacity of a successful owner sets the overall direction and culture of their company, setting the stage for its future and fueling growth, especially in the initial stages.
While there’s no question that any successful company needs to focus on sales, focusing solely on sales and neglecting marketing will surely result in missed opportunities. We’ve helped many of our clients transition from sales-focused to become sales-and-marketing-focused organizations. So what does it mean to be a sales and marketing focused organization, and why should anyone care?
Your brand “meets” potential buyers much sooner in the decision-making process.
Think about the last big purchase you made. Whether it was a new appliance, a car, or an Apple Watch, your journey as a buyer started long before you signed on the dotted line or walked into a store (people still do that?). Before you did either of those things or even expressed your intention to buy, you likely did some research—looked up online reviews, visited company websites, compared pricing, or talked to friends or family who had recently made a similar purchase or own a product you are considering buying.
While consumer goods like appliances and smartwatches offer solutions to fairly clear-cut problems, in complex businesses and industries, the problem and/or the solution might not even be clear yet to your prospects who are still in the research phase. This is where the big opportunity and competitive advantage lie for companies who focus on marketing.
Producing content and speaking at industry conferences are just two examples of ways that allow your brand to reach your potential buyers when they’re still in the research phase, which establishes your brand’s expertise and solidifies trust in your buyer that you would have had to work much harder for otherwise. Would you be more willing to connect with someone after a friendly email introduction or a cold LinkedIn request? Marketing warms up the relationship so that buyers aren’t so wary when it’s time for sales to step in.
Having a strong brand makes a company more valuable.
If you’re an owner, the thought of what will happen to your business after you exit has likely crossed your mind. If you’re “the guy” who is driving revenue to the organization because you have all the relationships and all the knowledge, then the thing that makes your company successful is you…and without you, it’s going to be tough to carry on. Marketing helps translate your passion and purpose to your brand as a whole. Especially if you’re selling your company, in order for it to be attractive for an acquisition, it must be able to run without you successfully. Building a brand that is perceived as a go-to expert in your industry helps attract the best possible outcomes, sets your company up for success for after you’ve exited, and also helps to ensure your life’s work continues to live on. To learn more about selling your business, download our whitepaper on how to prepare.
Want to talk more about how to use marketing to set up your sales team for success and make your company more valuable? Let’s chat!