What is the difference between Sales and Marketing?

adapted from my "Sales and Marketing Minute" column for the quarterly TIVA newsletter.

Answering this can be a bit tough. It’s kind of like the question we media folks often get asked at family gatherings, “So tell me, David, what really is the difference between a Producer and a Director?"

Nevertheless, there are lots of analogies people use to explain the difference between sales and marketing. One of the marketing gurus I follow, Robert Middleton of Action Plan Marketing, likens the process to a baseball diamond, with marketing being the challenge of getting from home to second base, at which point the sales process takes over and further develops as one rounds third and slides into home.

Here’s another analogy that I often use: I am a history nut, so I like to present an example from our colonial heritage and our leading founding father, George Washington. 

We all remember from our school days that George Washington as a young man was a surveyor and militia leader out in western Virginia and Maryland. He routinely traveled back to the colonial capital of Williamsburg to make official reports. Now, imagine the tall, confident young man at the tavern during those evenings in Williamsburg. Was he marketing or selling when he told about the fertile lands to the west with robust rivers and abundant game? 

He was marketing. 

Washington actually owned many tracts of that land. So when people decided to move west and were interested in settling on his properties, he then became a salesperson. 

(Anyone who has studied Washington’s life closely knows that it wasn’t that simple or easy for him, but you get the idea.)

You can start to see how marketing might be more obtuse, more of a challenge to “wrap your head around.” We’ve heard it before from our CEOs, especially in this current economy: “We need to concentrate more on sales and less on marketing right now!” I can certainly understand that sentiment. 

But I maintain that it is critical to continue both activities in order to be successful.

As you work with clients over the next few weeks, keep asking yourself, “Is this activity marketing or sales?” Recognizing the difference is an excellent first step. 

Feel free to comment below or write me at dryan@chesa.com.

Dr. Who . . . and me?

David Ryan (2nd from right) with (l-r) Producer John Nathan-Turner,
Janet Fielding (Tegan), Mark Strickland (Turlow)
 and Peter Davison (5th Doctor Who) on set in 1983

(note: I posted this blog article first on my website, DavidRyanMediaSolutions.com, back in Aug. 2011. As I moved on to other professional situations, I've since let the DRMS site go dormant. I've received several requests to re-post this article on my current personal blog here. I've updated the article a bit. Enjoy! - DRy)

-------------------------------------

So it was in August 2010 that I arrived at work (then at Video Labs in Rockville, MD)  and opened a new email that said,

“Are you the David Ryan who was on assignment with the Doctor Who team in 1983 that produced The Awakening story?”

I smiled.  With the age of the internet, I knew it was just a matter of time before they found me.

Let me digress.

Back in the 80’s, when I was working at the Denver PBS affiliate, KRMA-TV, I produced a documentary on the then exponentially growing popularity in America of the campy BBC TV sci-fi series, Doctor Who, which at the time was being aired primarily by PBS stations.  Aficionados of the series will recall that actor Tom Baker played the Doctor at that time.

Now, if you are not familiar with Doctor Who, the overarching storyline is about the adventures of a human-looking alien of the Time Lord race, known as the Doctor.  Time Lords have the ability to travel through the fourth dimension.  It turns out that the Doctor is sort of a renegade Time Lord and his time vehicle (aka a TARDIS) is in the shape of an old British police call box (that defies normal physics by being spacious with many passageways and rooms on the inside).

The Doctor and his companions constantly stumble upon crisis situations where they are called upon to intervene for good – not in a typical comic book super-hero manner, rather more in a quirky, almost geeky fashion.   And oh yeah, Time Lords don’t die, they just regenerate into a new body when the time comes.  (How convenient for carrying the series forward as lead actors change.  The series began in 1963.)

My producing that documentary about the series back in 1982 came about through a series of coincidences.  At the Denver PBS station, I was among the corral of on-air pledge drive hosts.  I had a knack (ok, zaniness) for successfully soliciting pledges during the PBS lineup of children’s programs and weekend special programming, shows like Doctor Who.

Pledges from the fans of the Doctor Who series turned out to be numerous, and the station figured they could further capitalize on the interest by having me produce a documentary exploring in more depth the appeal of the series and selling the resulting program to fellow PBS affiliates.

My crew and I went to Chicago to videotape at a Doctor Who conference attended by hundreds of fans (aka “Whovians”).  We also met and taped interviews with the show’s BBC producer at that time, John Nathan-Turner, and stars, writers and other personnel connected with the series who had “crossed the pond” to attend the convention.

The folks from the BBC were naturally very supportive of our documentary, both at the convention and in the months afterwards.  The final-edited program, titled, "Once Upon A TIme Lord," ended up being a big success, with lots of airplay here in the States.

Well, for a PBS television guy like me back then, having an “in” at the BBC was very valuable.  I had always dreamt of getting an opportunity to spend time at the BBC.  So I took advantage of the connections I had made with the Doctor Who team, and eventually producer John Nathan-Turner helped get me approved for one of the BBC’s professional exchange programs.

I was granted a leave of absence from my Denver station and was off to London for four months of observation of the production activities of Doctor Who.  Too cool!

I was also fortunate that a college friend and her husband had a house in London with an extra room located four blocks from the Doctor Who office and the nearby BBC Studios in Shepards Bush.  Excellent!

The Doctor Who team, for both the series and for the particular two-part program, “The Awakening,” (featuring Peter Davison as the 5th Doctor) to which I was assigned, couldn’t have been nicer.   John Nathan-Turner also arranged for me to have pretty much carte blanche within the BBC -- and coolest of all, he allowed me to take photos of whatever I wanted pertaining to my activities with the Doctor Who series.

The Awakening - studio

And boy, did I take photos . . . predominantly color slides, because I knew they would be the best format at the time for giving presentations of my trip when I returned home to the States.  (Remember, this was well before digital photography, and making presentations projecting 35mm slides was state of the art at the time.)

When I got back to Denver, I indeed gave a number of presentations about my experiences to my colleagues at the PBS station and to various television industry trade groups.

And then I packed away those slides, along with the rest of my memorabilia from that summer experience, and proceeded on with my career, which included moving to the DC/Baltimore area.  Yes, I did remain in touch with several of the contacts I had made over in England.

The powerful reach of the appeal of the Doctor Who series was certainly made apparent to me one day in the mid-90’s when I was directing a satellite videoconference for a government agency in DC.  There in a TV control room deep inside a government building, one of the crew members hired along with me for the event, Al Faison (great guy and superb multi-talented tech dude and director himself, by the way), came up to me and asked, “Are you the David Ryan who worked with Doctor Who in the ‘80’s?”  Imagine my surprise.  Turns out he was (and remains) an avid “Whovian,” and he had read an interview in a fan magazine with John Nathan-Turner where my time spent with the series had been mentioned in passing.

Fast-forward another 15 years, (during which time I had further encounters with die-hard “Whovians,”) to the winter of 2010 when I started thinking that I probably ought to digitize  those slides I had in my possession.  

So I began the tedious process of scanning.  Yeah, I had in the back of my mind that given the power of the internet and the on-going interest of the series, someone likely would track me down and ask if I had any memorabilia from the series -- even though John Nathan-Turner had by now passed away and my contact with anyone from the 1983 production team had pretty much dropped off.

Then arrived that email in August 2010 from a researcher for producer Chris Chapman of Dene Films in Newcastle, England.  Chris then communicated with me directly.  Turns out the BBC has over the past few years been releasing episodes of Doctor Who on DVD, and The Awakening was now in line (or as they say in England, in the "queue.")

Independent production companies, like Dene Films, are engaged by the BBC to produce the background special features to these DVD releases.  And sure enough, Chris and his team had run across production notes from the series indicating that a “Yank” named David Ryan from Denver had been allowed to take production stills.  Good ‘ole Google.  They typed in my name, “producer” and “Denver” and came up with my DavidRyanMediaSolutions.com website.

Chris asked whether I might still have any of those slides.  Needless to say, he was thrilled when I replied that I did, and after negotiations, I employed Dropbox uploads to send him a bunch of the photos I had taken those many years ago.

The result is a superb DVD.

Chris and his team deftly integrated my slides in to his background special features that contain interviews with the actors and production personnel connected with The Awakening, including director Michael Morris, who had been so gracious allowing me to tag along beside him back in 1983.

Yeah, it was gratifying seeing my old slides being put to such good use.

The DVD Chris sent me is a PAL version packaged with a second DVD of a story titled, “The Gunfighters,” featuring the original Doctor, portrayed by William Hartnell.  As far as I can tell by searching on the internet, The Awakening DVD is also available in NTSC as a single DVD release via Amazon and other online distributors.

After a hiatus of several years, Doctor Who is back in production today and can be seen on BBC America and various PBS stations.  Storylines and production values have been enhanced many times over from when I was observing the series in the 80's.  No longer can it be described as “campy” or “charming tounge-in-cheek” sci-fi.  No matter, I think it is great, and I have started watching it again.  (They've just announced the twelfth Doctor.) I highly recommend that you check the series out as well.

And oh yeah, lesson to keep in mind: keep those old photos.

Your comments are most welcomed.