I rarely disagree with the musings of Peter Drucker, genius that he was.
However, I need to take issue with one of his more quoted musings: ‘The aim of marketing is to make selling superfluous’
The objective of both Sales and marketing is to generate a transaction, and to do so in such a way that the customer never goes anywhere else for subsequent transactions.
Transactions generate revenue, so both Sales and Marketing are a part of the one continuous process:
Revenue Generation.
Everything in an enterprise is aimed at providing the means to generate revenue, without which, there is no future.
Stop considering Sales and Marketing as separate functions, they are not, they are both components of the wider task of generating revenue.
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