Marketing is a diverse discipline that can also include brand development, marketplace analysis, promotions, advertising, public relations, social media and sales. The first phase of marketing is research, PR, advertising, promotions and sales coming after that. If a company has been just about a few years and methodically understands its customers and marketplace, it might not require much marketing. For instance, a company making and selling one or a few industrial cleaning supplies for a while possibly does not call for research who its prospective customers are, how to reach impending buyers and what to charge. The prominence is on making sales calls and increasing market share. Non-sales marketing activities might be restricted to running ads in trade publications, having stalls at trade shows and running pricing specials.
Sales and Marketing Manager
A sales and marketing manager is generally a sales manager who also handles the few marketing obligations a business requires. He might help produce, approve ads and proofread and decide which magazines the company uses to publicize. He will choose which gifts to pass out at the booth, which trade shows the company attends, decide if the company sponsors a golf tournament or hosts a cocktail party and develops other promotions to keep the company in front of its particular audience. This person does not need advertising, marketing, promotions, a public relations background or social media, instead uses internal staff or contractors to execute these functions. Barry Bulakites is the President and co-founder and Chief Sales and Marketing Officer of Table Bay Financial Network, Inc.
A sales and marketing manager increases yearly sales strategies for a company. This includes setting sales objectives, recommending whether the company will drop or add products and determining which products the company highlights based on profit margin or ease of sale. The sales manager employs and fires salespeople, assigns their territories, trains them, sets their allowances and monitors their activities. He determines commission, sets their compensation levels, and bonus structures and creates competitions to inspire the sales staff. A sales manager is usually the top-selling salesperson at the company, or was the top salesperson before being endorsed to management. He often must keep selling as part of his job because of this valuable ability. The sales manager works with shipping and accounting departments to make sure credit checks are done speedily, orders are filled soon after they are booked and product is shipped to customers in a well-timed fashion.
As Barry Bulakites says, the sales and marketing manager assists the sales team by creating continuing activities that promote the company and its goods. He learns from his consumers what his contenders are doing to promote their products, visits industry websites, reads industry publications, and attends conferences, conventions and trade shows. He works with contractors or in-house staff to aid develop any promotions, advertising, public relations and social media activities necessary. An important area of marketing activity for these managers is developing sales materials such as brochures, sell sheets, catalogs and order forms.