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It is still common for marketing to be interpreted as a synonym for “advertising and advertising”. But there is much more that this area can do for your company. Putting together a marketing and sales strategy together is one way to use marketing to drive your company’s commercial .

Marketing is a transversal area in the company, which is related to several other departments. In addition, it can be present in the different phases of the life cycle of a product or service, from conception to after-sales, with customer service.

Have you thought about unifying your marketing and sales strategies? If not, maybe this article will make you reconsider. Here you will read about:

  • What is a marketing and sales strategy?
  • Why unify these two fronts?
  • How to attract more customers with marketing and sales?
  • How to specialize in both areas?

Open a document to write down your insights and come with us!

What is a marketing and sales strategy? 

Marketing is an area of ​​knowledge that lies between business management and communication. It was created with the objective of generating value on the product or on the service, or on the company’s own brand. The expected results of this value generation are:

  • Generate more sales;
  • Build customer loyalty ;
  • Increase knowledge about a product, service or a brand;
  • Manage the brand, or how it behaves and relates to its context;
  • Build positive relationships with audiences;
  • Engaging the company’s own employees.

To do all of this, marketing works with four basic pillars you’ve probably heard of: the 4Ps of Marketing , described by the Father of Marketing, Philip Kotler . Are they:

  • Product;
  • Price;
  • Promotion;
  • Place (or distribution)

As you can already see, marketing has actions that touch the main strategic sectors of the company.

A marketing and sales strategy is one that uses the former with a focus on strengthening the latter. In other words, in the company’s strategic planning, increasing sales — or selling more and better, as we like to say — is the main objective. And marketing comes as one of the main allies to make the company reach this goal.

Why unify these two fronts? 

Although marketing has already proven its worth in its decades of existence, there are still many companies that see the area as an accessory. Thus, many of them have a marketing department that is completely separate from the commercial department, which can be a serious strategic mistake.

Contrary to what many managers still think, marketing is not an area of ​​lesser relevance — at least, not for companies that want to sell more. But to be able to leverage sales, the marketing department needs to be integrated with the commercial and the company as a whole.

As we have seen, marketing has different objectives within a company’s strategy. Therefore, it may not be concentrated in a single department, but distributed throughout the organization, in different sectors.

For the integration between marketing and sales in the company’s strategy, a term was even created: venderketing. Despite the strange name, the concept is quite simple: sales and marketing departments working in an aligned and cohesive way.

Having a part of the company’s marketing department that has a direct relationship with the commercial is a competitive advantage . With greater integration between these areas, marketers will be able to develop a more assertive tactical plan, one that touches exactly the customer’s pain and communicates the company’s service or product in the most relevant way to the public. The result of this could not be different: more robust and solid results.

How to attract more customers with marketing and sales? 

Over time, marketing has specialized to meet each of the needs listed at the beginning of the text. Thus, currently there are different approaches within the area. Several of them can be used to attract more customers with marketing and sales. See the main ones.

inbound marketing

Unlike traditional advertising, in inbound marketing, you attract people interested in your product, service, or brand and turn them into leads. This attraction takes place through the offering of relevant content for these interested parties. At a later stage in the sales funnel, the sales team works on this lead to convert you into a consumer.

outbound marketing

On the other hand, we have outbound marketing. Instead of attracting interested parties, the company actively goes out in search of potential customers, or prospects . It does this through advertisements in different media, phone calls, emails and other tools.

Digital marketing

Digital marketing is the application of marketing principles and techniques to digital media. Thus, all of the company’s online channels are included in this type of approach. From the institutional website to e-commerce, passing through strategies such as social networks, newsletters, infoproducts and others.

When the goal is sales integration, all these tools converge on it. Even the top-of-the-funnel channels have the ultimate goal of taking the customer through the entire journey, resulting in closing a deal.

social media marketing

Within digital marketing, the performance on social networks deserves to be highlighted. This is because these platforms have become independent channels to the point of generating their own business flow. Some brands and smaller businesses even make all their sales through channels like WhatsApp and Instagram.

How to specialize in both areas?

There are numerous trainings in marketing and sales, with different purposes and to serve different objectives. You can take anything from an MBA in marketing and sales strategy to short courses.

For marketing, ESPM is one of the most prestigious schools in Brazil, and offers some options for distance learning courses . Another option is Udemy’s online courses, which offer several thematic training options within the marketing area.

In the commercial area, the best option you can do is to take one of the online sales courses offered by the Institute of Specialization in Sales (IEV). Founded in 2014, IEV draws on the experience of its founders, three of the country’s leading sales specialists. The institute was created with the purpose of professionalizing the commercial area in Brazil and helping companies to sell more and better.

If you are just starting your career in the commercial field, we recommend our Sales Specialization course . In the 12 modules that comprise it, you will learn important points:

  • How to get more information about the company, products, market and competition;
  • What is your mission as a salesperson;
  • Most effective tactics for planning your business goals and achieving them;
  • How to beat shopping objections and more.

In this video, you can see the difference between an ordinary salesperson and a sales expert:

If you are already a senior in the profession, you can take full advantage of our Advanced Sales Specialization . This is a course divided into 11 modules, aiming to further deepen your knowledge and introduce you to advanced sales techniques, so you can achieve high performance.

IEV also has several other courses with specific themes, aimed at more specific needs of the seller. In all our courses, the methodology used is the same and is based on principles that make it possible to professionalize sales through well-developed and proven methods.


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