Does Marketing Trump Sales?

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I believe it is Marketing’s Job to put sales out of business. Watch the video and let me know if you agree!

About the author, Nachum

Nachum Kligman is the co-founder and CEO of Book Like A Boss software. Nachum is a visionary entrepreneur, brand builder, marketer and business consultant through his company, Ideago LLC.

He has founded or co-founded more than twenty companies and entrepreneurial projects such as Viewbix, ZipUp Inc, NextDor Inc., and others.

He is the only man in history to own a Pizza Store on Rechov Meah Shearim, and he was a two-time Color War winning General at Raninu Day Camp back in the 90’s.

He has consulted hundreds of business owners and non-profit organizations and is also an author, speaker and an amateur photographer. He holds three technology patents for his vision and ideas that resulted in Viewbix Inc. He also has a very successful weekly podcast, “The Frum Entrepreneur,” which is consistently one of the top Jewish podcasts on iTunes.

His biggest aspiration in life is to be a ben Torah and to help his fellow Jews succeed in the business world. He lives with his wife and children in Ramat Bet Shemesh, Israel.

39 Comments

  1. Daniel Gefen on 01/05/2017 at 2:47 PM

    come up with your own content Nachum

  2. Yehuda Zimmerman on 01/05/2017 at 2:50 PM

    I think that the product type is very determining here. If your product is a customized application for enterprise, it’s all about sales. If you’re selling iPhones, it’s all about marketing.

    • Nachum Kligman on 01/05/2017 at 2:57 PM

      Why is that? If your marketing is for your target market you still would not need sales. As Hillel Fuld quoted last night, Wayne Gretzky said his success was because he always skated to where the puck was going to. Market to where your customer will be going to.

    • Yehuda Zimmerman on 01/05/2017 at 3:02 PM

      Nachum Kligman It has to do with the way big businesses are run. Of course, your rep as a reputable company is critical. But because you tailor your product to them, marketing is almost useless. It’s all about salesmen promising every feature that they need getting into the product. Wayne Gretzky had a single job. To put the puck in the net. (OK, defense too.) The level of complexity really matters.

    • Nachum Kligman on 01/05/2017 at 3:03 PM

      Yehuda Zimmerman I hear you, so are you saying that some companies need only sales and no marketing?

    • Yehuda Zimmerman on 01/05/2017 at 3:11 PM

      More or less. Minimal marketing to promote awareness that they exist, but not more than that. I’ve worked at companies where the marketing budget was mostly for internal marketing, within the company. As in a cheerleading squad.
      Waste of money!

    • Simon Dadia on 01/05/2017 at 3:26 PM

      I think your confusing Marketing and Branding most do Yehuda … Because when you get your marketing right, that leads to direct sales and enough of those leads to a great brand…. but it all starts with the marketing. If you forget about the right marketing organic sales will never happen and youll never be able to build a brand without tons of sales – you cant have a loyal following without a customer base… so when you try and brand FIRST unless you have $20 million to throw away you will make no impact just branding… Go for the jugular. The sale always.. same applies to your marketing – your marketing must always be going for the sale… in sort of funnel, but more of a process than a funnel. if your marketing goes for the sale its an extension of your sales team and THAT is exactly what you want an automated sales machine helping you smile and dial….

    • Yehuda Zimmerman on 01/05/2017 at 3:46 PM

      Simon Dadia Like I said, that’s all good if your customer is small. But if your customer is AT&T or IBM, the marketing isn’t worth much IMHO.

    • Simon Dadia on 01/05/2017 at 3:59 PM

      right. but im saying everything should be looked at as marketing to sell. so for a corporate i would def have an email marketing strategy that wluld get to on the phone etc. but yes obv diff companies and cultures need to e treated accordingly.

  3. Hillel Kapnick on 01/05/2017 at 3:24 PM

    I agree in theory but I think that sales do have to be there to get the ball rolling. For example, one of the most commonly used audio programs today became “industry standard” because when it was being released a copy was given to every major studio (that’s not necessarily sales that equaled money, but I think that may qualify as sales just the same. Once they became the “industry standard” it was easy. Everyone flocks to them now even though their customer service has gone somewhat down hill and the features they offer don’t always rival that of the competition. I’m sure the first version of the software was great in order to keep Studios using it, but once they got labeled as “industry standard” they were pretty much all set

  4. Debbie Rubinstein on 01/05/2017 at 3:33 PM

    i miss the red & orange backgrounds. if it dont look pretty, im not buying what youre selling. i dont care how good the marketing is.

  5. Jonny Krakow on 01/05/2017 at 3:54 PM

    Good video

  6. Hillel Fuld on 01/05/2017 at 4:06 PM

    Thanks rabbi.

  7. Benjamin Kornbluth on 01/05/2017 at 4:08 PM

    be careful #lashonhara

  8. Benjamin Kornbluth on 01/05/2017 at 4:18 PM

    I think the most interesting thing is that ‘marketing’ was once the reserve of the huge conglomerate, nowadays marketing is cheaper than sales…

    • Nachum Kligman on 01/05/2017 at 4:30 PM

      That is a good point, especially smart marketing

  9. Howard Ira Wiener on 01/05/2017 at 4:45 PM

    It depends on the situation. in the life insurance business, the cmopany may do remarkable marketing and “sell” the product before the agent arrives. BUT, it is up to the agent to sell the right policies for the situation, and only an agent can write the policy.

    • Nachum Kligman on 01/05/2017 at 5:04 PM

      But at that point the sale is already done, now it’s just about the details. More customer service than sales in best case scenario.

    • Howard Ira Wiener on 01/06/2017 at 6:55 AM

      Nope. 1) you still have to sell yourself as the salesman and 2) you still have to sell the recommendations you make. The customer is only sold on the company so far. They trust the company but have no idea what they need or why. It’s my job to educate. And my job to sell.

  10. Shraga Simmons on 01/05/2017 at 10:42 PM

    it all starts with branding

  11. Saul P. Teplitsky on 01/06/2017 at 2:42 AM

    In most good companies the sales guys are paid the most in the company. Why because good companies know their value. Marketing is to peak interest and sales is there do build a relationship with customer and close the deal.

    • Nachum Kligman on 01/06/2017 at 8:41 AM

      But what if your marketing was so good that you did not need sales agents to build relationships? That the buyer was sold before needing to speak to anyone.

    • Saul P. Teplitsky on 01/06/2017 at 8:48 AM

      You pass billboards all the time, you probably get 100’s of emails with people pushing products. How often do you buy those products?

    • Nachum Kligman on 01/06/2017 at 8:51 AM

      Saul P. Teplitsky exactly, that’s weak marketing and so you have to rely on sales.

    • Saul P. Teplitsky on 01/06/2017 at 8:54 AM

      No. There is no substitute for face to face meetings. Name me one example of what company you think is good marketing

    • Nachum Kligman on 01/06/2017 at 9:11 AM

      Saul P. Teplitsky Apple

    • Saul P. Teplitsky on 01/06/2017 at 9:29 AM

      Ok so that’s low hanging fruit. Their prices range from 10-2000.
      Besides look how many sales reps they have in each store. Apple knows that you need both sales reps as well as good marketing. Again the marketing brings the people into the store the sales reps close the deal.

  12. Arye Zacks on 01/06/2017 at 10:56 AM

    Disagree.

    And even with all of Apples great marketing they only have a 7% market share of PCs.

    Sales, especially in B2B space but probably in every space with the possible exception of monster brands that spend hundreds of millions on advertising is significantly more valuable, which is why sales people get large commissions

  13. Phil Kay on 01/06/2017 at 2:15 PM

    Marketing creates awareness and good marketing creates desire, when you have great Marketing as in your example of Apple, than sales execution is easy, however, sales are imperative for sale consummation. You can have all the marketing in the world but without sales, you have nothing.

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