Good PR and marketing should help to generate sales. They help a company to find new sales prospects, and help the sales conversion process in numerous ways. However, this can be easier in smaller technology firms than in larger businesses. In small firms, very often the same individual is responsible for directing sales and marketing, whilst in larger companies, the roles are split between large sales forces and marketing departments with a number of specialists, all working in a more complex corporate hierarchy. In technical businesses, it may also be the case that technical product management will take the lead in PR and marketing.
This means that it can be far easier to align marketing, PR and sales in a small company, and respond tactically to market events, because the strategy is simply decided by one person. In slightly larger organisations, good integration can depend on the personalities and how well the sales and marketing people are aligned as a team. The largest businesses will use formal structures and leadership to ensure that sales and marketing are working in tandem.
PR and marketing messages
A marketing plan, PR plan and sales campaign should all be geared to helping and supporting the sales effort needed to achieve a company’s financial goals, and all should be promoting the same messages about the company and its products or services.
Besides the obvious product features and USPs, your brand, reputation, credibility, track record, technical expertise, accreditations, support services and future outlook can all be factors in winning a sale in a competitive situation. This means that your PR and marketing messages should focus on those areas where they can make the greatest positive impact on sales. It can be an interesting exercise to conduct an internal workshop to brainstorm marketing messages and listen to suggestions from all parts of the business.