Several weeks ago I posed a few marketing and sales questions to two wine professionals, each with a certain perspective. PM: “Sales is fishing with a hook; marketing is fishing with a net.”LP: “Marketing gets them [consumers] there and sales people’s job is to build the reputation that marketing has sold them…plus close the sale.”Forbes: How should the marketing team interpret past sales and how should the sales team interpret what marketing says about the future? The sales team should use that data in exactly the same way.”LP: “The marketing team can use past sales information to understand needs and wants…what marketing says about the future can influence expectations.”Forbes: How best should the marketing team apply present sales data? PM: “The good news is that digital marketing is inexpensive to test and highly measurable compared to other marketing channels. PM: “ Digital is not a ‘nice to have,’ it’s an essential part of the fabric of [wine] sales and marketing going forward .

Source: Forbes April 20, 2019 19:18 UTC