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Drive Sales and Marketing Strategy with One Demand Approach

Quartz Editorial Team

Quartz Editorial Team

Marketing and Sales Driving the One Demand Approach

Even the most compelling marketing campaigns will fall flat if consumers are unable to find your product.  

This type of mistake can be a guaranteed way to lose a potential customer. However, ensuring that your sales and marketing teams are aligned and working in-sync can prove beneficial to your business as well as the consumer. 

Align Teams with One Demand Strategies to Accomplish More

Gabrielle Wesley, Director of Marketing at Mars Petcare, has witnessed sales spikes when the two departments align on sales and marketing strategy. In a recent Quartz Network presentation, she shares insight into her team’s One Demand marketing approach and collaboration. 

With One Demand marketing strategies, the sales and marketing teams collaborate to accomplish a common goal. For example, marketers work to drum up consumer interest in a particular product while sales ensures distribution and retail display needs are taken care of. 

“Every organization can have a great one demand approach, but it all comes down to its people to get this done,” Wesley said. 

Measure Sales Lift to Gauge Success

The results speak for themselves.

I’m a marketer that believes sales lift is the best measure of whether your assets are successful.

Gabrielle Wesley, Director of Marketing at Mars Petcare

When the Mars Petcare team places an ad on TV or online, they measure the sales lift before and after exposure to gauge success. They also keep tabs on velocities.

“Velocities are basically how much time it takes for a product to be shelved and then purchased,” Wesley said.

Sync Sales and Marketing Strategies and Timelines

One challenge many companies face when attempting to align their sales and marketing teams is the difference in timelines. For example, Mars Petcare’s marketing team plans projects 2 to 5 years in advance. In contrast, the sales team has a real-time focus and plans for the short term, in 6 or 8 month increments. 

“Ultimately, if you’re not performing well in store today, you’re not going to get to the 3 to 5 years out to be able to be successful,” Wesley explained. 

She advises sales and marketing teams to acknowledge that they need one another. For the business to be successful, both functions need sales and marketing alignment to bolster results.

Watch the presentation for more ways to drive sales with one demand marketing.