Marketing and Selling

Ending the War Between Sales and

Marketing Harvard Business Review
 Marketing blames the sales force for its
poor execution of an otherwise brilliant
rollout plan. The sales team, in turn, claims
that Marketing sets prices too high and
uses too much of the budget, which instead
should go toward hiring more salespeople
or paying the sales reps higher
commissions. 
 Marketing believes the sales force is myopic
— and blind to the future.
 July, 2006, Philip Kotler, Neil Rackham, and Suj
Krishnaswamy  
Why Sales and Marketing Are at Odds
— or Even War by Steve W. Martin 
 Their sales and marketing efforts are
at odds. The marketing team lectures
the sales department, saying that if
only the salespeople would follow
their advice, their problems would be
solved. Meanwhile, the sales
department always says it needs
something else from marketing.
 HBR Blog Network
The conflict between and sales
and marketing
 The ongoing conflict between sales
and marketing is the “elephant” in
the room at many companies. No one
wants to talk about the problem until
it becomes so disruptive that it must
be dealt with. 
 FARAZ.VEHVARIA  NOVEMBER 13, 2010
 The root cause of this situation is that
sales and marketing have different
perspectives. 
 And each group often undervalues
the other’s contributions.
 This lack of alignment ends up
hurting corporate performance. 
Marketing
 Creating a brand
 Creating Loyalty
 Process of Marketing

Subcontracted

Legalistic Problem solving

Variety seeking Heuristics

Picking Habit
Consumer

Casual Industrial Habit

Reciprocity Heuristics

Legalistic Problem solving

Sub contracted
 So marketing involves changing
behaviour
 Long term
 Selling involves satisfying current
behaviour
 Short term
Push and Pull are seen as independent
Marketing versus selling
 Therefore there would be a gap
between Marketing and selling
 Also, sometimes it may contradict
each other
 So a need to synchronize marketing
and selling
 Marketing is about increasing
involvement by changing the way
consumers evaluate quality
Concepts
 Quality
 Involvement
Quality Evaluation
 Search Attributes
 Can be evaluated before purchase
 Experience attributes
 Can be evaluated after usage
 Credence attributes
 Can not be evaluated even after use
Search attributes

Metal jacket special jacketsealed cover

Search Attributes
Search
attributes
Experience attributes
Experience Attributes
 Experience Attributes

http://www.youtube.com/watch?v=mdiRfDagxSA
Experience attributes
Credence Attributes
Credence Attribute
 Credence attributes

https://www.youtube.com/watch?v=2yM9
fPdnA3k
Purchase Involement
Product involvement
Process of increasing product
involvement
 Increasing risk associated with
purchasing untried brand increases the
importance of the product class
 Increasing risk is about highlighting the
consequences of taking an unfavorable
action
 http://www.youtube.com/watch?v=xSGnbl9
5w0Q
 http://www.youtube.com/watch?v=zaI2J
EV3Yuo
Product performance risk
Social Risk
 Picking

Variety seeking Impulse

Legalistic

Subcontracted (if consumer is Problem solving (if consumer is

not knowledgeable to evaluate) knowledgeable to evaluate)

Heuristics

Loyalty
Saffola
 Associating with
heart
 Information collected for decision making

Add Risk Build Heuristics

Search attributes Experience attributes Credence attributes

 Generalized framework

Low uncertainty High uncertainty of

of untried brands untried brands
Low Buying beh: Buying beh:
differences Picking Habit
between
brands
High Buying beh: Buying beh:
differences Variety seeking Problem solving
between
brands
Process of Marketing

Low High uncertainty of

uncertainty of untried brands
untried brands
Low Commodity Build Credence attr
difference
s between
brands
High
difference Build Search Build Experience
s between attr attr
brands
 Process of Marketing

Low uncertainty High uncertainty of

of untried untried brands
brands
Low Commodity Reduce Purchase
differences involvement
between
brands
High
differences Increase Add Product
between Purchase invol involvement
brands
Summary of Marketing
Low uncertainty of High uncertainty of
untried brands untried brands
Low Search attribute of Credence
difference convenience: attributes:
s Product and Product
between purchase involvement is
brands involvement are less high but purchase
involvement is less
High Search attribute of Experience
difference price/quantity: attributes:
s Product involvement Product and
between is low but purchase purchase
brands involvement could involvement are
be high high
Conflict of Marketing and Selling

Low High uncertainty of

uncertainty of untried brands
untried brands
Low Commodity Build Credence attr
differences
between
brands
High
differences Build Search Build Experience
between attr attr
brands
For ex: Price and Discounts
 The marketing wants the sales force to “sell
the price” as opposed to “selling through
price.” 
 The salespeople usually favor lower prices
because they can sell the product more
easily. 
 Research has shown that deep discounts do
cause the consumer to believe that
something is wrong and thereby reducing
the quality perception (marketing effort)