Sales vs Marketing in 2022: What's The Difference?

By Marcus Sheridan, Monday, February 7, 2022 7:41 AM

The internet has fundamentally changed the way people buy, and this upheaval has helped make fortunes for businesses that choose to stay nimble and adjust, even as the ground shifts beneath them.

Sales and marketing have been elements of business for centuries, but they are constantly evolving — perhaps at no point as rapidly as in the past 20 years.

Today, roughly 70% of a buying decision is made before a shopper talks to a salesperson. Customers self-educate by way of the content they find on the internet, whether on the company website or elsewhere. They are informed, savvy, and discerning.

Think of how it used to be. A person looking to buy a car would go to a dealership, talk to a salesperson to learn about models and prices, maybe take home some marketing materials. They would then return, perhaps two or three more times, before making a purchase.

Today, consumers not only know everything they need to about models and trim levels, they also know which dealership has the car they want, in the color they want, with the options they want. And they know all of this before they ever set foot on the lot.

It's gone from "what can you tell me about your available cars?" to "I want the 2022 silver CRV EX with the promotional financing offer on your website."

Now, in 2022, with the internet connected to how we shop for everything, the lines between sales and marketing are less clear than ever before. Smart companies realize that their marketing strategies and sales strategies need to be closely aligned.

Below, I'll spell out the way I see marketing and sales working together in 2022, including:

What is sales?
What is marketing?
The tools that help sales and marketing succeed
Team organization
Sales and marketing alignment in 2022 and beyond

You'll get a clear explanation of exactly why these two aspects of business are so closely tied together.

Schedule a call with an advisor → Join IMPACT+ for free →

Sales vs Marketing in 2022: What's The Difference?

By Marcus Sheridan

The internet has fundamentally changed the way people buy, and this upheaval has helped make fortunes for businesses that choose to stay nimble and adjust, even as the ground shifts beneath them.

Sales and marketing have been elements of business for centuries, but they are constantly evolving — perhaps at no point as rapidly as in the past 20 years.

It's gone from "what can you tell me about your available cars?" to "I want the 2022 silver CRV EX with the promotional financing offer on your website."

Below, I'll spell out the way I see marketing and sales working together in 2022, including: