Ad Agencies Come in Many Forms
When we think of the term Ad Agency, many of us think of commercials we’ve seen on TV or ads we’ve seen in a magazine. However, many agencies are busy doing many other things besides commercials and magazine ads. They build websites, create logos, design product literature, write press releases, and so much more. In the biz, these are called “full-service agencies.”
Some companies choose to build their own internal agencies. This is an effective and efficient approach when the day-to-day scope of work is clear and people can be trained to churn it out. The value of an outside agency is the outside point of view. An outside agency has the luxury of not having a “dog in the fight” so to say. Company politics, sacred cows, and fixed thinking are all set aside in favor of objective observations, new ideas, and fresh energy.
What’s a Marketing Consultant?
Have you ever seen reality TV shows where someone’s job is referred to as a “marketing consultant?” You think to yourself, what’s that? The definition of marketing according to Webster is “the act or process of selling or purchasing in a market; the process or technique of promoting, selling, and distributing a product or service. The definition of a consultant is a person who gives professional advice or services to companies for a fee.
So what’s a marketing consultant? Someone who gives professional advice about the process of selling or purchasing in a market. Typically, it has more to do with selling.
If Marketing is the Act or Process of Selling, Then Where are the Sales Experts?
Sales training and coaching has been around for a long time. It’s expensive. I remember hiring sales trainers at my previous jobs; they cost $10,000 and up for a dinner and one day of training. My issue with the sessions like that is the lack of adoption. That’s where coaching comes in. I think it’s much more effective because a coach sticks with the salespeople over time.
Most ad agencies do not offer sales coaching. Which is ok. Companies can select a separate partner for that function. However, at Spearhead, we believe the sales point of view is critical to developing a solid marketing strategy. In business schools and marketing circles, sales are usually considered to follow marketing; it’s at the tail end.
Integrated sales and marketing is a holistic system that is designed to create new relationships, increase sales and build a reputation in a market. Although the sales conversion process is distinctly different than marketing communications, the end goal is the same. Integrating the two into a single system ensures effectiveness and is more efficient.
Spearhead Bolsters Sales Coaching Services
We have contracted Rick Horn of The Growth Coach to provide in-depth sales coaching for our clients since 2012. Recently we added his “Sales Mastery” program to our offering so that salespeople can join a group to develop their skills. It’s effective and efficient.
Sales coaching ensure that we include the sales point of view when we develop marketing strategies. It also increases the conversion rate when new opportunities are tied up because the salespeople are already in line with the strategy.
So What Does All of This Cost?
The best way to set a budget is to use proven ratios to see the lifetime value of new business. Use our ROI calculator to get started.
