World of business was always like that and in recent times it is just getting traditional and acceptable that there can not be a only pure sales or pure marketing function for continuous business activity.
In so called business competitive strategies there are various theories to increase the efficiency of sales and marketing function separately.
But with the advent of ICT and growing Media channels ,sales and marketing function are complementing each other very well for efficiency purpose.
Take for example profit is function of many variables and two of them are sales and marketing.More efficient an either of the function more it contributes to profit pie and more inclined the organisation towards that specific function.
As observed FMCG companies are more inclined for marketing all the time and marketing plays a crucial part for their profits in comparison to some Insurance company for which sales are crucial and more focus is paid for sales efficiency.
Ultimately smart business strategy requires that efficiency should be higher for both the function and do whatever possible.
Combining present day social media with a sensible CRM will act as sales platform for the company when in fact both are in principle considered to be marketing activities. Similarly a pure sales meeting can be innovated to leave a lasting impression on the prospect's mind and for future word-of-mouth publicity which is essential part of every marketing campaign.
Thus in the end sales and marketing end up complementing each other for their individual lack of efficiency for a share in profit pie.
And then technically it becomes that sales and marketing both overlap to profit completely and it seems that sales and marketing function of a company is well integrated and company is purely a sales and/or marketing dependent and other functions like HR, operations and finance
doesn't affect or alter profit pie.
So just look for that extra possibility to complement and it 's profit everywhere!
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