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November 09, 2011 at 11:00 PM
A great brand and superb marketing materials can really help a company establish visibility and credibility with its audience. So, too, PR and advertising can help pave the way to a successful service or product. But do they simply pave the way or are they the mattress upon which sales must bounce?
A fantastic sales rep can close business without the benefit of marketing collateral and a brand promise. They can, although they have to work harder and longer in order to do so. Marketing helps the sales effort.
But make no mistake about it: Marketing does not pull through closed business. It can help, but people, processes and qualified sales reps acting on exquisitely crafted sales campaigns are what really generate most new business.
Most sales consultants know this is true, and so when they meet a potential client they often inquire about the marketing campaign that is in the wings. They also review the website, social media platforms and other such marketing initiatives that are “out there” for all to see.
