by Jim Markisohn

There is an ages old debate between sales and marketing people which attempts to define the purpose of marketing – namely, does marketing exist to provide sales with the materials and support they need (e.g. collateral materials, lead and demand generation programs, etc.) or does marketing in fact, direct and enable the efforts and success of a professional sales organization?  In my view the answer is surely the latter.  

I like to think of the workings of sales and marketing as akin to a professional football team.  The coaching staff (marketing equivalent) creates a playbook, scouts out future opponents, prepares a game plan, teaches correct technique to the players and during the game (unless your QB is Peyton Manning) calls the plays.  The players (the sales team) run, pass, catch, blocks, tackle and kick.  If the team wins, there is plenty of credit to go around.  Likewise, if the team endures a losing season (or several), the starting QB may get traded before or after the coaching staff is relieved of its duties – but everyone is going down.  Success in sales or on the football team depends on:

• the establishment of common goals

• the development of a playbook (or strategic marketing plan)

• excellent communication (from coaches to players or marketing team to sales team) of the game plan (or tactical marketing plan)

• the measurement system which will be used to measure results

• agreement on expectations of each party’s role and responsibility for execution and performance

Winning the Super Bowl requires great talent, a great plan and great execution by coaches and players.  Your company’s sales and marketing success happens the same way.