How to easily explain what Marketing’s Role and what Sales’ Role is, in Lead Generation and Conversion
By Shelley Galliver, Eva-Last VP Marketing & Brand
When marketing teams are asked about the ROI of a campaign, the answer isn’t always straightforward. Too often, this is misinterpreted as not knowing, when in fact, the reality is far more nuanced. What it does point to, is often a case of misunderstanding the different roles involved up to the point of purchase, and therefore, why it is usually a sales ROI, and not a marketing ROI, that is easily measurable. Marketing is not only focused on short-term conversions but also focuses on long-term brand awareness and brand building.
To explain this let’s use an analogy that everyone can relate to… you are having a party or an event…
Marketing is the appointed Event Organiser!
Their role is the following:
Guest List – Identify an audience appropriate for the party. This maybe includes those that have similar interests to your type of event/are familiar with the host/have had previous interactions or engagements with the host or even attended the host’s parties previously. Perhaps they have attended other parties of a similar nature at friends of the host or even enemies of the host!
Create an attractive / eye catching invite – the invite (content creation) needs to grab your guest’s attention, visually, so they stop and take notice and understand there is a party happening! And whose party it is!
Ensure the invite has the information needed – this is the next crucial step after grabbing attention. Does your invite provide all the information the guest could need, or does it perhaps direct them to somewhere that does? This would be the type of party (wedding/baby shower/birthday party), other basic information everyone wants to know immediately (date/time/venue), perhaps you have the option of finding out more about the venue, a map to get there, who else is attending, what entertainment will be on offer, catering, etc.
Manage RSVP’s – these RSVP’s may come after months of them receiving different invites and looking at the details of the different events taking place (including your host’s parties and perhaps other similar parties going on). Maybe it is now a specific type of party that piques their interest or perhaps they are just ready to “put themselves out there”. When they ‘trust’ the event organisers and party hosts enough to attend the party and they feel they have sufficient information, they accept the invite and RVSP to your party! This is what we would term a MQL (Marketing Qualified Lead). The person is coming to the party!
Sales are the Party Hosts!
Their role is the following:
Welcome the RSVP (MQL) to the party. This is the host opening the door at the party and welcoming them in. Does this happen quickly and is the greeting as expected, do they get a welcome drink and canapés, and do they feel right at home from the onset? In this first interaction, people may realise they have come to the wrong party or perhaps they weren’t as “ready” as they thought they were, or they don’t resonate with the host, or misunderstood the invitation and leave without stepping inside. Those that venture through the door, are the final guests at the party or SQL’s (Sales Qualified Leads).
Get the party started: The guests will then decide whether the party inside meets the expectations set out in the invite –are all the details provided correct. Does the “attractiveness” of the invite meet the reality of the party, is there a great atmosphere and are the guests starting to settle in. Alternatively, if they are disappointed with anything, like the catering or drinks on offer, or realise they preferred another party venue, they will look for an excuse to leave sooner rather than later.
Party the night away – if it is a great experience from start to finish and the guests don’t want to leave! The guests stay and party the night away, leaving content and maybe even a little intoxicated! They will be sure to tell all their friends about the party and how they should join these parties in the future. Word of Mouth marketing – the best free marketing you can get!
This reflects a sales process: from MQL to SQL, from intent to purchase, to actual purchase and the full buying experience. It is a measurable ROI from SQL to purchase, as it is a definitive process from that point and has revenue-based outcomes. Marketing hands over the RSVP’s (MQL’s) having presented the best possible guests with all the “right intentions” to the door, and sales runs with the SQL’s to deliver the ROI.
Lastly, the next party comes around (re-marketing), original guest list and some new additions as our friendship circle grows. Those who had an amazing time at the previous party, are likely to attend again, or refer friends with similar interests, unless they’ve had a bad after-event experience which could then overshadow the time spent at the party.
So remarketing is a culmination of both sales and marketing interactions to keep people interested, engaged and perhaps bring them back to future events, leading to Brand Loyalty.
