What is Sales & Marketing?

The objective of Sales & Marketing is to attract the ideal customer through the most profitable channel, using their language to communicate value.

The objective of Sales & Marketing is to attract the ideal customer through the most profitable channel, using their language to communicate value.

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Before we go out into the wild selling our service or product, it's important to consider a few key questions:

  • What is the problem in the world I'm solving?
  • Who is my ideal customer?
  • What language do they use to describe the symptoms of the problem I'm solving? 
  • How do I communicate my value in language they use?
  • Where can I find them?
  • Where are they before and after they need my product or service?

There are three primary levers we can control when it comes to Sales & Marketing:

  1. Maximize the number of units sold/mo, starting with most profitable offerings
  2. Reduce Cost of Sales (fees, acquisition costs, discounts, fulfillment)
  3. Increase average order value (add-ons, bundles, up-sells)


We find these three levers positioned here on the grid:

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Practical Application:

  1. Maximize the number of units sold/mo, starting with most profitable offerings
    1. Increase sales activity at the top of the funnel
    2. Improve conversion rates at each step of the sales process
    3. Increase ad spend
  2. Reduce Cost of Sales (fees, acquisition costs, discounts, fulfillment)
    1. Minimize fees associated with transactions
      1. Focus on selling through channels that have a lower cost of sale (ie, email instead of Amazon)
      2. Maximize the potential of organic traffic instead of relying on paid acquisitions
      3. Be careful not to train your customers to only buy when there's a discount
      4. Identify a cheaper fulfillment option (shipping/warehouse partner)
  3. Increase average order value (add-ons, bundles, up-sells)
    1. Suggest common additional items to be added to the check-out experience ("Would you like to add a dessert to that meal?")
    2. Combine multiple products into bundles/packages to make it more convenient for the buyer ("Would you like to make that a combo?")
    3. Give customers a chance to upgrade to a higher tier while they're in the buying mood ("Would you like to make that a large?")

By identifying the symptoms of bottlenecks in the areas of your business, we can identify potential solutions to alleviate constraints.

  • Symptom
    • The business has extra fulfillment capabilities
    • The business is operating near or below breakeven

Apply it to your business (fill in the blank with one of the tactics above): 

  • If I were going to _________ right now, where would I start?
  • How have I found ways to _________ in the past?
  • Who in a business/industry similar to mine would I be able to ask about _________?
  • How could I inexpensively and quickly test _________?
  • When can I commit to testing _________, and how will I know if it’s working?