Many companies think of sales and marketing as the same thing, and though the difference between the two concepts is subtle, it’s important. Both sales and marketing aim to increase the bottom line success of a company, but the way that each concept works toward that goal is different.

So, what is the difference between sales and marketing? I’ve found a few different ways to illustrate it.

The first example comes from a weekly podcast that I subscribe to, “Grammar Girl’s Quick and Dirty Tips”, http://grammar.quickanddirtytips.com/ from the host, Mignon Fogarty. In Grammar Girl episode 85, Mignon made a great point about differentiating between sales and marketing:

“Marketing is projecting an image to customers in your market, and sales is actually going out and getting the customers to buy.”

A second example of the difference between marketing and sales comes from a report from Nighthawk, http://www.nighthawkrad.net/, a radiology company that services hospitals throughout the United States:

“Sales – We sell out services primarily through our direct sales force compromised of telesales and field sales personnel. Our sales professionals focus their efforts on radiology groups of all sizes and, in some cases, cardiology groups and hospitals. Marketing – Our marketing objectives are to generate qualified sales leads, build our brand, and raise awareness of Nighthawk as the leading provider of radiology solutions to radiology groups across the United States.”

The examples above from two different sources expound on the difference between sales and marketing. Additionally, a funny story that found me in a forwarded email further highlights the differences:

“A man is hoping to find a woman he would like to date and possibly marry. This man has his own imaginary sales and marketing departments.

The marketing department would:
1. Have the man’s hair cut and styled
2. Ensure that he is clean shaven and showered
3. Get his clothes cleaned and pressed at the cleaners
4. Make certain that the colors he is wearing coordinate
5. Suggest he take a class in manners and etiquette
6. Provide information on current events so he could be informed
7. Reach out to women who the man would find desirable for possible dating partners

The sales department (among other things) would be in charge of actually asking the woman out on the first date.”

So why is it important to differentiate between sales and marketing? Many small businesses who ask for assistance from marketing professionals are actually hoping for sales-related results rather than marketing-related results. Marketing results include: more individuals knowing that your business is operating, potential clients recognizing your business from the logo and color scheme, actual clients having their belief in the strength of your company reinforced in their mind, and customers feeling like your company is the one they would like to do business with.

Marketing is not more important than sales, the two must work together for a business to be successful. The greater your understanding of the difference between sales and marketing, the more your business will be able to benefit from the successes of each department without putting undue pressure on one or the other to achieve goals that are outside their area of expertise.