When should I increase the sales staff in the company, and when is it wise to reduce their number and invest more in marketing?


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The general rule says:

 The more you move from targeting general consumers to targeting enterprise customers, the more you will need a sales team capable of managing complex sales. That means, the more we move from #b2c to #b2b. But is it really a rule in all cases?

As Peter Drucker pointed out in his book Drucker Management, “There will always be a need for a sales force, but the goal of marketing is to reduce the salesmen number. The goal of marketing is to know and understand the customer well, so that the product or service fits him and sells itself.”

Indeed, an equation that appears complicated, but we will simplify it.

In fact, the salesperson role is not limited to talking to the potential customer at the most sensitive moment when he/she decides whether it makes sense to buy your product or service. But he helps client throughout the whole process.

For example, the crucial moment in the entire customer journey is when he needs help or support. Although this stage may be partially automated, in most cases you will need a support team, which is often sales oriented to help customers.

It is important to understand the differences between marketing and sales:

–  One of the marketing tasks and promotion team is to generate sales opportunities, and it is important to coordinate with the sales team to identify the target groups

– One of their tasks is also to automate the marketing work, especially since we are in the era of artificial intelligence, and therefore they must design the entire customer journey.

– Viral marketing may be a useful strategy for some businesses, but initially you may need extensive coordination between sales and marketing (and engineering) to understand which part of your products is suitable for such campaigns.

For example, if you’re running a #SaaS company, it might make sense to create a free version of the product (the so-called freemium model) which becomes an essential part of the lead generation process.

But you have to decide what features or how much can you offer for free to gain enough customers?

Those mentioned above are just some of the activities through which sales and marketing can work together to create an effective strategy for your brand and business growth.

On the other hand, it is crucial to understand the level of coordination that sales and marketing can achieve.

In general, we can say:

The more we aim to sell a product that suits a large segment of customers and is easy to sell to oneself later after it has been established in our minds, the less it becomes necessary to employ a large number of salesmen.

And vice versa if the product or service is complex and expensive and requires technical support and explanation.

And the middle is in balance in the case of targeting small and medium-sized companies.

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