How the role of marketing is expanding in the sales process

The world of marketing and sales is changing rapidly. Whereas marketing used to be seen primarily as the driver of customer awareness, today the modern marketer's playing field is considerably larger. At TMCMedia, we follow these developments closely, and in this article we discuss how marketing is increasingly penetrating all phases of the sales cycle.

Traditional: marketing as booster, sales as closing point

In a traditional sales structure, marketing was primarily involved in the upper layers of the sales funnel: awareness and interest. Mass media such as advertisements, trade shows and other outbound methods were used to try to reach potential customers. Once the customer's attention was captured, the sales team took over. Their job was to inform customers, guide them through their research and evaluation, and ultimately help them make a purchase decision. After the sale, there was little long-term focus; customer support was reactive, focused on problem solving rather than building long-term relationships.

The modern sales funnel: marketing goes deeper

Today we see marketing exerting much more influence, not only in attracting customers, but also in retaining and building relationships. Thanks to technological innovations and changing customer behavior, marketing now assumes a crucial role in various stages of the sales process:

• Awareness and interest: marketing still provides visibility, but the use of inbound marketing methods, such as search engine optimization and content marketing, allows customers to find companies on their own. Instead of purely outbound campaigns, there is more focus on a valuable offering targeted to the right audiences.
• Research and evaluation: marketing is now also involved in the research and evaluation phase, where potential customers often inform themselves before contacting a sales representative. Through in-depth content such as blogs, case studies and webinars, customers are supported in making an informed decision.
• Sales and data-driven sales: sales teams today focus primarily on data-driven solutions. Customers are better informed and expect sales to help them find specific solutions to their problems. Today's sales people support customers in closing the deal, but they are less needed in the traditional, high-touch sense of the word.

Customer success: the new focus

One of the biggest changes can be seen in the post-sales phase. Where customer support used to be a reactive function, the emphasis is now on customer success. Building long-term relationships through retention and upselling is central. This means that companies are focusing on customer success not only to solve problems, but also to identify opportunities for further collaboration and expansion. After all, successful customers are loyal customers.

What does this mean for your business?

Expanding the role of marketing in the sales process offers companies an opportunity to develop a more integrated, customer-centric approach. Building relationships no longer begins with the first sale, but from the moment a customer first encounters your brand. Moreover, it is crucial not only to focus on bringing customers in, but also to actively work to ensure their success after the sale.

At TMC Media, we help companies optimize their marketing strategies to make an impact at every stage of the sales funnel.