6 6
In the late 1800s and early 1900s, sales prac ces were characterized by wildly exaggerated claims. The
name of the game was convincing buyers they would get much more than they actually would from
their purchase. Consumer protec on laws didn't exist, and the power was squarely with the seller, not
the consumer. It was the age of caveat emptor, buyer beware.
By the 1970s and into the 1990s, sales approaches evolved. The power of brands began to emerge.
Trust and consistency ma ered. As consumer protec on laws were strengthened, consumer loyalty had
direct effects on business growth. Trusted brands grew and thrived.
In the 2000s, technology exponen ally increased consumer buying power and influence with online
reviews, price comparison tools, and easy access to extensive product informa on. As informa on
became much more easily a ainable, sellers, too, became empowered to help consumers make be er-
informed decisions.
The Evolution of Sales and Marketing
0
10
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40
50
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1800 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 1995
2000 2010
The Evolution of Sales & Marketing
Sales and Marketing Practices
Corrupt Sales Practices
Sales Evolution
Building trust with
customers
Search engine
enabled targeted
messages
Inbound
Marketing
Emerged
Digital Marketing,
AI, ML Emerged
Growth Scale
When technology is king, consumers
are empowered, and so are sellers.
Unlike any medium in history—and
when done right—digital marke ng,
powered by con nuously emerging
technology, can benefit both buyer
and seller with customized messages
that drive business growth.
What Can the Evolution
of Sales and Marketing
Teach Us?
