It is one of the great ironies of my profession that the term “marketing” is so difficult to understand and explain to non-marketers.

I read the Wikipedia definition of marketing and found it quite unfulfilling.

Recently, in a conversation with some friends, I tried to explain that “marketing” was more than just “advertising,” which fortunately Mitch Joel explains quite well here.

But, I still wasn’t satisfied with my efforts, so I went back to the guru himself, Peter Drucker, and thought of two of his quotes.

1. “The business enterprise has two-and only two-basic functions: marketing and innovation.”
2. “The aim of marketing is to make selling superfluous.” 

So, then, the question arises…where does marketing end and selling take over?

The true job of a marketer is to tell a story (be it an ad, a testimonial, the product itself!, the packaging-see Godin’s All Marketers Are Liars for more on this(.

That story (which must be true, of course) gives a customer/client/consumer a reason to persuade him/herself of the need/want/utility of the item.

Sales, however, is when the firm itself must persuade the potential customer to make the purchase.

It’s the difference between creating demand—a demand that is so great that it must be met versus helping to consummate an indication of demand.

So, if a marketer has truly done his/her job, the customer persuades himself and there’s really no need for a sales force.

I feel better about the name Never Stop Marketing already.

Credit for Drucker slide goes to John Moore.

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