Why The Business Is Struggling To Survive? Part (1) : Defining Sales, Marketing and Business Development Activities & Relationship.

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We all know Sales & Marketing and some of us know about Business Development but mixing it with Sales.

Normally in Small Business you can find Sales Dept. but hardly can find marketing & Business development Departments.

Actually In a small business, you may not notice that business development is different than sales & marketing although small business may need the all three working together much more than the large business even if working with the concepts & jobs description assigned to 2 or 3 persons to increase profits & pass the limits of small business to medium & large business.

To start we have to know that:

 “ If Marketing draws the way , Sales is walking the way & business development offers a Car or a Motorcycle to ride instead of walking “
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Now, Lets go in details...

Define & Differences

Marketing

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Promotes the brand, product Or service in a direct or indirect manner usually with the goals of identifying potential customers or advancing a corporate message (brand, investor sentiment… etc).

They creating a demand for the product/services through pull tactics and push tactics, sometimes as assistance too, So the draw the way & start it by providing tools & leads for the sales team to accelerate selling and making the trust of customer easy to earned by their researches & analysis for better understanding of customer needs, promotions and PR .

Sales

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Turns prospects into customers or keeps existing customers buying again and again by convincing the consumer that your product or service is the right solution for their needs.

They are the buying cycle and the strongest feedback source, and the Success/Fail thermometer of Marketing and business development work as they dealing directly with the customers .

Business Development

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Identifies strategic partnerships & opportunities within and across segments or industries and exploring new areas of opportunities, new markets, new partnerships, and new distribution channels, Some of these opportunities requires a Marketing or Sales actions which they do as will be described later below.

They generating new business partnership opportunities - for real-life example - if we are  talking about a products it would be a distribution partnership for example, and if we are talking about a service it would be a long term service providing contract as a providing partner in this professional service to buyer’s customers.

Business Development is closer to Marketing because the shared goals include brand placement, market expansion, new market share acquisition.

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When you look to the sales part in business development, you will find that sales is to sell directly to customer & close the deal, but business development is slightly difference by selling through partners to sell to the end customer, in a salable way by using an advantage feature the partner has like using pre-existing sales teams or communities that partner has developed to reach new audiences, So Scalability is the differentiation and without Scalability it is just a direct normal sales .

Relationship Between SALES, MARKETING & BUSINESS DEVELOPMENT

The relationship between them can be easily explained by tow scales on one bar in Inversely way, and what applies on sales is applicable to business development in this bar.

When you study the job discretion, responsibilities and tasks of business department people in many companies worldwide you will find that it is closer to marketing in addition to some sales skills like negotiation and closing , that are necessary to become a good business development professional, So as far as Marketing team are champions the Sales team will do less efforts in negotiation, explaining and convincing potential customers to finally find them self’s selling with no hardness and so close to customer service team, just answer right and you will sell . (The Yellow Mark).

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On the other side if Marketing team are down you will find sales team make more & more & more efforts in negotiation, explaining and convincing potential customers because they are starting with potentials nearly from zero.

The good thing in this hard time that sales team will use all their skills and to achieve targets and the champions will revile. (The Red Mark).

IF your Marketing, Sales & Business Development teams results are reaching the Yellow Mark but the business over all still struggling to survive, so it must be in the deliverable, which means the following Question:

Do we deliver what we sold? do the customers really receives what they bought?

This question leads you to another two departments … will be clarified in Part 2.

Good Luck ... 


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