Sales and marketing are now covered under one niche of professional competence and also in academics and training. However, it is noteworthy that there was a definite gap between these two dimensions of business. The early enterprising activities never had to bother about marketing and for a fairly long time period, the ‘sales’ was led by the enthusiasm to buy products that were rather new by their catering towards the popular domains. The adjunct of ‘marketing’ started to emerge when vendors replicated and the buyers got the option to ‘choose’ on the basis of quality or cost or both! Today, a sizeable proportion of company budget is oriented towards the marketing and promotion campaigns in the media. This trend has only intensified on account of increased dynamism in the buyers’ matrix and the emergence of vibrant media like the web. Internet offers the opportunity to the managers to attempt targeted engagement with the potential buyers which is a great concept; & the digital marketing gurus are offering dedicated training and skills to attempt it fruitfully. In fact, today a large proportion of sales and marketing training is oriented towards the web and its emergent technologies like in the space of ‘social’ and ecommerce’.
The broader substance of sales and marketing training involves the ability of the business managers to adapt to the new horizons that mark the buyers, market and choices trends therein. Unless, the managers cultivate this ability, the results would be always void or backlashed! The present age training in sales and marketing therefore teaches the echelons to maintain the vigil and remain dynamic towards the requirements. Many institutions offer to provide the supplementary training because the managers cannot be always expected to remain in full fledged academics! The supplementary programs offered are sort of ‘continuing education’ so as to keep the managers adept in new trends and dimensions of sales and marketing.