Marketing is big business and companies invest billions into finding out what consumers want or what will entice them to buy their goods and services. Major manufacturers are adept at long-term market planning, seeing the bigger picture and planning for the future. Yet, some can even shape or guide the industry in a particular direction. Some people can confuse sales with marketing. Sales, while linked to marketing, are easier to measure. “Did you make that sale? What is the cost and profit?” Marketing is more about shifts and trends; they can take time to show results. But the results are more powerful, longer lasting and must have feedback to allow shifts in strategies to be effective. A salesperson is typically closer, going through great lengths to make a sale. Marketing people have to evaluate the trends, predict possibilities, form alliances and have the power of influence.
Sometimes, a career shift can be eye opening as we find what we once held to be of high value may not be of the same value to another group. In conjunction with that thought, it appears when a group is challenged, confused or becomes conflicted, they often return to their comfort zone or old habits. Most groups are such because they share a set of common beliefs and values. This can have an impact on sales and marketing plans. Finding what motivates a particular group to make a certain decision is pretty powerful stuff.