Page 29 - index
P. 29
RESEARCH, ANALYSIS & TRENDS
Successful digital salesmen are aware of
the sales and marketing symbiosis
Looking at today’s business environment and how it is right. Best, if sales and distribution is actively involved
developing, I am wondering more and more often where in the design of marketing activities, so that they remain
today’s progressive digitalization will lead us. For informed and do not make conflicting statements. In
around two decades I am watching the digital media
and marketing scene in particular and have to say that addition, you have the salesman-ego on your side,
the pace of innovations and new technologies entering since a vendor, who is asked for his opinion, feels val-
the stage is kind of frightening. Of course, I am aware of ued and will make the marketing messages his own.
the sea of benefits that comes with them, but some-
times I find myself in a reminiscent mood praising the The revolution of digitization
"good old times", when customers were still listening to
salesmen and expected their advice.
Back then, there was no obvious follow-the-crowd be- The Internet has enabled both buyers and sellers to
havior, since advice, recommendations and sugges- consume information easily and with little effort. Since
tions couldn’t be gathered as easily as now on social Web 2.0, the Internet is not only used as a pure medi-
media portals. The limited options to stay informed via um to gather information, but an evaluation/feedback
digital channels paved salesmen the way for an effort- platform as well. Suddenly, there is not only the oppor-
less life, don’t you think?
tunity to get quick information, but to benefit from oth-
But don’t get me wrong, I am definitely not against nov- ers' experiences regarding specific products and ser-
elties and innovations, rather a big advocate of making vices, too.
use of digital technology to manage our daily life more
comfortably. Then, Web 3.0 even capped it by enabling semantic
The merger of marketing and sales correlations, coupled with artificial intelligence, to cre-
ate logical combinations. That way, for instance, a vari-
However, as I already pointed out recently, buzzwords ety of possible matches to relevant keywords can be
that resound throughout the land of marketing, are often limited by search engines.
not properly understood by the sales department. How-
ever, salespeople have to stay tuned to the new move-
ments as well and make sure that they don’t make con- To make a long story short, the digital revolution still
flicting statements compared to marketing actions or the seems to be in its infancy and the digital transformation
statements of individual retailers, as this just leads to will ambitiously move forward, since it is the only way of
customer confusion and casts a damning light on the staying in business in times of customer power and a
particular company. public demand of being more customer-centric. ◊
Proactive communications, and the gradual conver-
gence of sales and marketing, at least can put things By Daniela La Marca
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Successful digital salesmen are aware of
the sales and marketing symbiosis
Looking at today’s business environment and how it is right. Best, if sales and distribution is actively involved
developing, I am wondering more and more often where in the design of marketing activities, so that they remain
today’s progressive digitalization will lead us. For informed and do not make conflicting statements. In
around two decades I am watching the digital media
and marketing scene in particular and have to say that addition, you have the salesman-ego on your side,
the pace of innovations and new technologies entering since a vendor, who is asked for his opinion, feels val-
the stage is kind of frightening. Of course, I am aware of ued and will make the marketing messages his own.
the sea of benefits that comes with them, but some-
times I find myself in a reminiscent mood praising the The revolution of digitization
"good old times", when customers were still listening to
salesmen and expected their advice.
Back then, there was no obvious follow-the-crowd be- The Internet has enabled both buyers and sellers to
havior, since advice, recommendations and sugges- consume information easily and with little effort. Since
tions couldn’t be gathered as easily as now on social Web 2.0, the Internet is not only used as a pure medi-
media portals. The limited options to stay informed via um to gather information, but an evaluation/feedback
digital channels paved salesmen the way for an effort- platform as well. Suddenly, there is not only the oppor-
less life, don’t you think?
tunity to get quick information, but to benefit from oth-
But don’t get me wrong, I am definitely not against nov- ers' experiences regarding specific products and ser-
elties and innovations, rather a big advocate of making vices, too.
use of digital technology to manage our daily life more
comfortably. Then, Web 3.0 even capped it by enabling semantic
The merger of marketing and sales correlations, coupled with artificial intelligence, to cre-
ate logical combinations. That way, for instance, a vari-
However, as I already pointed out recently, buzzwords ety of possible matches to relevant keywords can be
that resound throughout the land of marketing, are often limited by search engines.
not properly understood by the sales department. How-
ever, salespeople have to stay tuned to the new move-
ments as well and make sure that they don’t make con- To make a long story short, the digital revolution still
flicting statements compared to marketing actions or the seems to be in its infancy and the digital transformation
statements of individual retailers, as this just leads to will ambitiously move forward, since it is the only way of
customer confusion and casts a damning light on the staying in business in times of customer power and a
particular company. public demand of being more customer-centric. ◊
Proactive communications, and the gradual conver-
gence of sales and marketing, at least can put things By Daniela La Marca
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
