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Where to invest your money when times get tough: Sales vs. Marketing

Spending on marketing vs. spending on sales in B2B companies? The debate over which path yields higher results will continue into perpetuity.

In a recent SoftwareCEO.com article, author Maureen Blandford asks some good questions about how marketing investments actually benefit B2B sales:

  • “what happens if you stop producing marcom material, for a year? And most CEOs I ask tell me, ‘That won’t really impact our revenue generation.'”“We don’t want the sales force going in and doing features, functions, and benefits. We want them going in and asking great questions.”
  • Do you really need a new expensive logo redesign? “…what we really need to be driven by is, who is our target? How are we going to reach them today? And how can we support the sales force in doing that?
  • “If you’re a CEO of a software company, when some media is covering a big idea in your space, are they calling you for quotes? Do you have anyone on your team who’s considered a guru?
  • fuel to the fire…“any Fortune 1000 firm can easily cut their marcom budget by one-third to one-half, and no one would ever know. That’s not risky, that’s just common sense.”

Read  her comments in the April issue of SoftwareCEO.com.
While on the topic of marketing and sales, there is a great article by Seth Godin – Nine things marketing shoudl know about sales

The first and last ones made me laugh….

1. Selling is hard. Harder than you may ever realize. So, if I seem stressed, cut me some slack.

9. I know you’d like to get rid of me and just take orders on the web. But that’s always going to be the low-hanging fruit. The game-changing sales, at least for now, come from real people interacting with real people.

Connect:

Eliot Burdett

CEO at Peak Sales Recruiting
Before Peak, Eliot spent more than 20 years building and leading companies, where he took the lead in recruiting and managing high performance sales teams. He co-founded Ventrada Systems (mobile applications) and GlobalX (e-commerce software). He was also Vice President of Sales for PointShot Wireless.

Eliot received his B. Comm. from Carleton University and has been honored as a Top 40 Under 40 Award winner.

He co-authored Sales Recruiting 2.0, How to Find Top Performing Sales People, Fast and provides regular insights on sales team management and hiring on the Peak Sales Recruiting Blog.
Connect:

Eliot Burdett

Before Peak, Eliot spent more than 20 years building and leading companies, where he took the lead in recruiting and managing high performance sales teams. He co-founded Ventrada Systems (mobile applications) and GlobalX (e-commerce software). He was also Vice President of Sales for PointShot Wireless.Eliot received his B. Comm. from Carleton University and has been honored as a Top 40 Under 40 Award winner.He co-authored Sales Recruiting 2.0, How to Find Top Performing Sales People, Fast and provides regular insights on sales team management and hiring on the Peak Sales Recruiting Blog.

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Mac McIntosh
Guest

Eliot, I agree with Maureen Blandford if the marcom she is talking about is focused on branding and awareness. However, companies that focus their marketing communications on driving leads and sales find that marketing is a cost effective way to increase sales, even in a difficult economy. Think of using low-cost one-to-many marketing to replace some of the early steps in the sales cycle (prospect, nurture, qualify) to allow your salespeople to focus one-to-one on the later steps(demo, propose, close). With this integrated, marketing+sales approach to new business development you will find more sales opportunities, your salespeople will become up… Read more »

Eliot Burdett
Guest
Eliot Burdett

Mac – couldn’t agree more.
Eliot.

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