When people ask me what I do I usually give the answer "marketing" if I don't feel like giving a full explanation. But what is marketing exactly?
Marketing is sales at scale
First off, I deeply believe that strong sales skills is at the core of any good marketer. But marketing is isn't just sales. Sales reps are usually only speaking to a finite and small amount of people in the transaction. Marketers, however, communicate with a potentially very large audience with higher relationship complexity.
For that reason marketing can and should have a scale effect. Let's say your marketing efforts and sales efforts are equal in customer acquisition efficiency. In this case, one unit of your output can yield a far higher return in marketing rather than in sales, assuming you are addressing a large enough audience.
In reality, though, marketing strategy is often less efficient than sales strategy, and audiences are always large. The savvy marketer knows how to best define their audience and how to optimize for customer acquisition.
Marketing is sales at scale
First off, I deeply believe that strong sales skills is at the core of any good marketer. But marketing is isn't just sales. Sales reps are usually only speaking to a finite and small amount of people in the transaction. Marketers, however, communicate with a potentially very large audience with higher relationship complexity.
For that reason marketing can and should have a scale effect. Let's say your marketing efforts and sales efforts are equal in customer acquisition efficiency. In this case, one unit of your output can yield a far higher return in marketing rather than in sales, assuming you are addressing a large enough audience.
In reality, though, marketing strategy is often less efficient than sales strategy, and audiences are always large. The savvy marketer knows how to best define their audience and how to optimize for customer acquisition.
