A Strategy that Integrates People and Products

05/28/2010 12:58 pm ET | Updated May 25, 2011

Sometimes I get a strange reaction when I explain that there isn't any difference between marketing and training. People have a hard time grasping the idea at first since historically the two have operated in silos strictly independent of one another. One department handles the "people" while another takes care of the "products."

But if you think about it, they are actually more similar than they are different. Each has an audience and whether it's marketing or training, that audience needs to be motivated, educated and affected by a concept or message that relates directly to the business itself. Good marketers sell products, good trainers sell learning and good companies integrate the two.

A marketer worth his or her salt would not put out a product and readily accept a dissatisfied customer, nor would he/she tolerate a product that didn't work or that failed to capture the target population. Training shouldn't be any different.

So when considered this way and compared, it could be said that the key components between marketing and training are the same. You have an objective around which you must build a message and then your organizational strategies should be implemented to reinforce both.

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