Differentiating Sales and Marketing: Addressing Misconceptions and Unfair Practices in Nigerian Firms

Differentiating Sales and Marketing: Addressing Misconceptions and Unfair Practices in Nigerian Firms

Many firms in Nigeria often conflate sales and marketing, treating them as identical in definition, roles, and functions. This misconception can lead to inefficiencies and misunderstandings within organizations. It is crucial to educate business owners and clarify that sales and marketing are distinct disciplines with unique responsibilities and objectives.

Sales is a business activity focused on direct interactions with customers to secure purchases and generate revenue. It involves prospecting, negotiating, and closing deals. On the other hand, marketing is a broader business function that encompasses market research, brand management, advertising, and customer relationship management. Marketing aims to create awareness, generate leads, and build a brand's reputation.

Convincing business owners of this distinction can be challenging, as they may resist and argue against it. However, clear communication and education are essential. Marketing requires a solid academic background and strategic thinking, while sales focuses on execution and customer engagement.

Job seekers in Nigeria often view marketing positions with skepticism. Many graduates believe that applying for marketing jobs equates to enduring stress and having no other choices. This negative perception stems from poor practices within companies that exploit employees by offering no salary, only incentives or commissions.

In Nigeria's corporate landscape, especially in sectors like insurance and banking, some companies exploit workers by offering jobs with no salary, only incentives. This practice is unfair and unsustainable. Graduates seek lucrative and stable employment, not positions that force them to work under harsh conditions for uncertain rewards. Marketing roles should be respected and adequately compensated, similar to other departments such as finance, IT, and administration.

To understand marketing's true function, we can look at successful companies in Africa, such as MTN Nigeria. At MTN, the marketing unit is distinct from sales and distribution. The marketing and strategy unit focuses on brand protection and promotion, illustrating that marketing is not about chasing clients but building and maintaining the brand's image.

Startup companies must be educated on the differences between sales and marketing. Engaging the marketing team in business strategy discussions can lead to better outcomes. Marketers should receive regular salaries and realistic targets, ensuring they are treated fairly and motivated to perform.

To attract more people to study and pursue careers in marketing, it is essential to correct misconceptions and promote good practices. Academic resources like "Marketing Management" by Philip Kotler and "The Practice of Management" by Peter Drucker are excellent starting points. Additionally, institutions such as the University of Ilorin in Nigeria and Harvard Business School offer comprehensive courses in marketing.

It is vital to distinguish between sales and marketing clearly and educate business owners and job seekers about their respective roles. Fair compensation, realistic targets, and strategic involvement of marketers in business decisions can enhance the perception and effectiveness of marketing in Nigeria. By fostering a better understanding and appreciation of marketing, we can ensure that this noble field is respected and valued appropriately.