Digital Savvy: Cement the Gap between Sales and Marketing

From Research Brief, Center for Media Research, Thursday, January 16th, 2014

"There is no doubt, says the (Communicus*) report, that likeable ads win popularity contests. However, for two years in a row, Communicus study results indicate that having a likable ad can boost commercial recall, and even help with brand recall, but is not related to a commercial’s ability to sell the product. "

The study, according to the Center's article, But Will Dogs Eat It, focused on Super Bowl advertising and concluded "creating a likeable commercial for it does not necessarily improve the chances that the ad will convince consumers to buy the product."

Almost as a footnote the article said, "liking is worth something." Thank god for that. While on the Communicus site, the blaring headline is "Only 1 in 5 Super Bowl Ads Actually Sells Products." Bring out the Ginso knives we just bought after seeing their great deal in an infomercial.

I once met a VP of Sales for a healthcare company in Chicago who told me he gave bonuses to his sales people who had to work with the marketing team and called it "combat pay." One can see from this research why business remains good in consulting, researching and writing about the gap between sales and marketing.

As someone who spent a good deal of time throughout my career jumping back and forth, bring on the cement. Here's a suggestion. Awareness and "liking" is part of the road to converting a prospect into a customer with the prospect supported throughout the process defined as the buying cycle. It helps to reduce tensions and cement the gap between marketing and sales by getting agreement on what the buying cycle is for a particular product or service, what needs to be done to support the buyer throughout the cycle, who does what, and recognizing the contribution of both marketing and sales in making the company successful.