Is It Marketing Or Is It Sales?

by | Business Development, Marketing, Uncategorized

Years ago I worked with a Managing Partner who regularly referred to the Marketing Department of his law firm as the PR Department. I’m certain it was a habit rooted in the days when law firm marketing efforts centered on work that was public relations in nature.

Though I believe he knew the marketing group’s responsibilities covered a broader terrain, the habitual use of the wrong label both perpetuated and was emblematic of a narrow view of the discipline. 

Today many professional service firms do something similar — saying marketing when what they really mean is sales.

Or perhaps more to the point — expecting (or hoping) that marketing efforts designed to create visibility and awarenessmight be able accomplish the lead generation and one-on-one work required to land new clients.

You know this. But in case we need to underscore the point — marketing and strategic business development (sales) are not the same thing.

Confuse them, attempt to blur the distinctions in hopes that one will cover for a lack of focus on the other, or ignore either, and be prepared to be completely unhappy with the sum total of your investment.

Hit Pause

I need to inject two relevant notes here.

  • First — I do my part on a daily basis to spread the problem. The very title of this Blog — Marketing Brain Fodder— suggests that everything we discuss here falls under the marketing banner. This is not true. An audit would probably reveal that the majority of content for at least a decade has focused on business development / sales. So I’m guilty…and I’m considering appropriate options.
  • Second — I believe the siloed-nature of our organizations works against us…diminishing the value of resources, inhibiting creativity and strangling innovation. Turf wars and resource battles consume too much time and energy. Underscoring the distinction between sales and marketing can easily be twisted to be an argument for more defined silos. While the topic for a separate post, we should underscore that this is not a case for more defined departments, teams or silos.

Hit Resume — Here’s The Point

If this is just a labeling issue, that is one thing. Anyone working in the legal space for 15 years or more knows of the problematic nature of the “Sales” word. Again — a topic for another post. 

For now, if while we’re using marketing as the umbrella, we all understand that when it comes to the pursuit of new business in the professional service arena, sales is a different animal, then we might debate the value in saying what we mean.

On the other hand, where we’re not clear about the difference, we run the risk of inadequate planning, misappropriation of resources, faulty expectations, and poor ROI in both marketing and sales.

Understand The Difference

If you’re part of a leadership team, prior to judgements as to whether your marketing efforts are effective, be certain you’re not looking for target identification, lead generation and qualified pitch opportunities. These are the purview of a strategic approach to sales (or, if you’re squeamish over the label, business development). An increase in sales requires appropriate investment.

If you’re in marketing or sales, clearly articulate the difference. Great marketing is an asset, to be sure. But perpetuating confusion between the two serves the objective of neither. Marketing is not the same as sales.

Who Really Is The Smartest One In The Room

by | Business Development, Leadership, Marketing

At some point, given the right topic, almost everyone will have a moment worth sharing.

The challenge, at least as it relates to productive dialogue, is that many of us believe the frequency and scope of our insight is so grand as to warrant the lion’s share of attention in any given room.

But when was the last time we engaged in an interaction where the objective of everyone in the room was to listen, intent on learning? On finding the building blocks for better conversations?

If you’ve been in a room like this it probably left a mark. There is dynamism there. When gaining insight is the goal, ideas flow freely. Maybe even new ideas. Solutions emerge more quickly.

But rooms where listening dominates are scarce. After all, territory must be staked. Turf marked.

An Idea

Pick the most stressful or contentious interaction you’ll face in coming days. What might change if the objective were to listen? No immediate agendas. No winning or losing.

To be sure, there are plenty of reasons not to go down this road. Where’s the practicality? Someone has to lead. I’m expected to come to the table with a point-of-view, experience and expertise.

If you want to introduce a rare dynamic into difficult conversations, try being a point of listening rather than worrying about sharing your point of view. Unless you’re in unusual company, no one really hears — or gets — your point of view anyway. Not because it isn’t brilliant; but because while you’re talking most everyone else is only half-listening, while formulating a response.

(Double down on the above paragraph if the objective of the one doing most of the talking is to convince, convert, defend or distract.)

And if the fear is that failing to own a room displays weakness or affords unfair advantage to another’s point of view, consider the possibility that minimal progress will be realized in a room where the primary concern is winning the moment.

Real listening is an intentional and difficult act. It stems from a commitment to learn, and the relentless search for a bridge that connects all parties…even over enormous chasms.

When I believe my insight is ultimate, and that the room is best served when I broadcast my point of view, I should not be surprised when the only ones paying attention are those who share my perspective…and nothing changes.

There is rarely a shortage of talk. But when the talk accomplishes little, there may be a shortage of intentional listening.

In relationships with family, co-workers, friend or foe, perhaps the key to the change and progress we seek lies in having the courage and discipline to listen…to find the elements necessary to build a bridge to on-going conversation