Business owners want sales, but what is sales? Sure, “a sale” means “a transaction” which in turn means “money in the bank”. That’s easy. But it gets more complicated when you ask: “who is responsible for making the sale”?

Typically, the answer is “Sales”, as in “our sales force is responsible for making the sales”. This makes sense because your finance person is responsible for finance and your engineer does engineering work. Your role, is your job-title, so Sales, does sales.

Following this logic, Marketing is then responsible for…marketing, right? You see, here’s one of the biggest issues in the world of business at the moment: marketing has been removed from sales. It has somehow become another department measured in other ways. It is this separate “thing” that all businesses need, but no-one knows what for? You do marketing but it can apparently not be measured and is supposedly not responsible for anything. It is this pie in the sky?

But this is not right. It is not the marketing I believe in; nor the marketing that gets taught at universities the world over. Marketing is all about sales!

Here is the American Marketing Association’s definition of marketing:
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Surely when you create, communicate, deliver and exchange offerings of value with the customer, you are making a sale?

So why have we separated marketing from sales? Because marketing has become a free for all driven by the onset of affordable, accessible digital “promotional” tools. Suddenly everyone can “be in marketing”, offer marketing services, do marketing and frankly claim to be a marketer. The result is that the average has come down – a lot. What is now known as marketing, is nothing more than “marketing promotions” – a tactical tool.

It’s time to go back to the basics: Marketing is about facilitating an exchange of value with the customer, and it (still) uses as its core tools the classic 4Ps of marketing: Product; Price; Place (distribution) and Promotion. Notice how “Promotion” is just one of the tools.

Let’s be clear, marketing is all about sales. Not necessarily more sales; but certainly more profitable sales!

Marketing is Sales. Which raises the question: what the hell does your Sales team do? Play golf?