Tweet

Filling the Gap Between Generation and Conversion

Written by: John Jantsch

Article Overview: I had a journalist ask me the other day to define the difference between sales and marketing for the typical entrepreneur.

Filling the Gap Between Generation and Conversion

I had a journalist ask me the other day to define the difference between sales and marketing for the typical entrepreneur.

So, here's what I said: It's way more than this, but let's use this definition - Marketing is lead generation and sales is lead conversion.

That definition fits the real world for most small businesses although it's sorely lacking in many ways.

She then proceeded to ask, which is more important. Now the fun begins.

My response of course is that neither is more important, nor are they separate. The world's most successful businesses may indeed have a separation along these lines, but they meet and work hand in hand in the middle to effectively do what I've heard marketers call Lead Nurturing.

The gap between generating a high quality, ideal lead and that lead becoming a client requires harmony between sales and marketing and the joint development of an ideal client profile, core marketing message based on customer input, and the education based tools required to nurture a lead along an evolving, logical path to becoming a converted lead or client.

There is no money in us and them, sales and marketing. Get the sales folks, the marketing folks and a handful of ideal clients in a room for a day and figure out what really makes each one tick.

Related Articles
  Lead Generation and Call Center Service
  Techniques to Increase Conversions
  Sales Success Tip-Think You Need More Leads? Think Again!
  Assign marketing budgets that break the bank!
  The Advantages of Lead Generation for your Business

Article Tags: client profile, conversion, core marketing, customer input, definition marketing, education, entrepreneur, gap, handful, harmony, journalist, logical path, marketers, money, real world, sales and marketing, small businesses, tick



Related Forum Posts
Re: Google Places Review | How to Get a Review on Google Places? - Hi Evan, Yes, I am planning more. I have multiple videos coming out this year on: Social media marketing Email marketing Lead Generation Organic search marketing Conversion rate optimization Analytics Content marketing Paid search marketing I am looking for SEO / Internet Marketing questions people have. I enjoy producing videos answer tuff SEO questions. Let me know if you are any of your members have any they want answered. Jeff
Re: Traditonal Demographics Do NOT Work with Generation V - That article is the first time I ever heard the term. I found this definition - [i:189o61sy]The term Generation V (for Virtual) is used to describe the online culture in which relationships, services and communication are carried primarily and preferably through electronic media. Generation Virtual is made up of people from multiple demographic age groups who make their social connections primarily online - through virtual worlds in online games, in social networks, as bloggers, or through posting and reading user-generated content.[/i:189o61sy] I like the targeting options the internet offers much better than the typical demographics. Age is particular is not nearly as effective in finding a target market unless you want to target kids. Too many of the typical demographics rely on stereotypes and just seems outdated for many types of promotion. That's one of the reasons this article title caught my eye. Shri
Re: Conversion rates - VIA ONLINE - I think the reason Benny didn't include offline methods because his title was "Conversion rates - [u:337r7esl]VIA ONLINE[/u:337r7esl]"
Re: Conversion rates - VIA ONLINE - [quote="jvprosperity":2o0ch7z5]I think the reason Benny didn't include offline methods because his title was "Conversion rates - [u:2o0ch7z5]VIA ONLINE[/u:2o0ch7z5]"[/quote:2o0ch7z5] Hi Andy, I don't think "VIA ONLINE" was originally a part of the title and was only changed after the offline thread was started.
Re: From $0.30 to $300 / Day on Google AdSense Part 1 - How To M - HI Evan, Look forward to hearing more. I like the point that you brought out with "testing." Google has some amazing tools that can help website owners track everything. From Google Adsense reporting to Google Analytic to Google Conversion and most recently Google Goal Tracking. Between all of those tools a website owner should know exactly what type of traffic is converting & making them money and what type of traffic is not. I even use Google PPC to estimate organic search engine traffic! Website owners would do well to follow your lead and create a base, and then test off that base in regards to advertising. Jeff


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Quick Tips on Buying a Business

Sales Training – Top Salespeople Are Not Dunces

The Value of Small Businesses

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.