(AI-free post)

Have you ever figured out what differentiates marketing from sales?

They both contribute to the growth of a society.

They both are client-centric.

They both need talented people.

So? What could it be?

One falls into the expense category, the other in the revenue one.

And that difference is what makes trade shows so complicated (at least when you’re trying to make your trade shows profitable).

Why so?

Marketing is the one who usually spends the budget for these expensive conventions.

But the reward of a good convention will go to the sales team.

In an ideal world, marketing spends the money to propel the sales, and both come out happy.

But more often than not, the collaboration between marketing and sales isn’t that smooth.

First, let’s look at how, we’ll see why a bit further.

How can marketing and sales NOT collaborate efficiently?

Well, humans are humans and relationships can be impeded.

Ego, lack of understanding the other’s needs and goals, lack of reconnaissance, can get in the way.

Yes, it sounds like the reason most people divorce, but marketing and sales can, if not be divorced, not get along.

And when it comes to trade shows, it’s a costly problem.

There can be many reasons why these situations occur, and it’s up to the leadership to figure this out.

If you need ideas on where to look, In my trade show consulting practice I observe the following.

• Lack of clear objectives for both marketing and sales.
• Lack of understanding what makes a trade show success.
• Lack of accountability for both services.

Why you need a trade show leader

And guess where they all lead back to: lack of a trade show leader. A trade show manager, accountable for both the marketing expenses and the sales results, setting objectives, expectations, rewards, recognizing the hard work everyone put in.

As to why would a company who invested thousands of dollars on a show will not give authority to such a person, this is for another post, the answer is complex.

Because if you lose authority over both marketing and sales in the trade show context, you won’t be able to track the revenue /expenses ratio, you have no ROI.

And that is good for no one.

It’s no good for marketing who spends money with no return on investment to demonstrate.

It’s no good for sales who don’t have to perform though trade shows are highly lucrative if done properly.

Remember what Wanamaker said : “half of my marketing expenses go to waste, the problem is that I don’t know which half”.

If you don’t want your trade shows expenses to go to waste, it might be time to change your trade show dynamics and get marketing and sales not only to collaborate but to work as one.

And if you need help for that, you know here to find us.