By Rebecca Groth
In the parking industry, many professionals wear more than one hat. Operations leaders become customer service experts. Sales professionals become relationship managers. And increasingly, marketing professionals are stepping into hybrid roles that combine strategy, branding, customer engagement, and business development all at once.
After spending time focused heavily on sales responsibilities, I returned to marketing while continuing to conduct sales. The transition has been both challenging and energizing. I’ve learned that in today’s parking industry, sales and marketing are no longer separate lanes; they are part of the same customer journey.
Sales, marketing, and authenticity
Marketing in parking is unique because our industry often sells something that people don’t immediately think about until they need it. Although parking is essential infrastructure, it’s also deeply tied to convenience, technology, customer experience, mobility, and even city development. That means marketing cannot simply focus on promoting products or services. It must tell a story about solving problems, improving experiences, and creating value for owners, operators, municipalities, and customers alike.
Stepping back into marketing reminded me of the importance of building relationships. Sales conversations provide real-time insight into customer frustrations, operational pain points, and industry trends. Marketing then takes those insights and translates them into messaging that resonates with a broader audience. Wearing both sales and marketing hats has helped me to create stronger alignment between what customers are asking for and how we communicate solutions.
One of the biggest lessons I’ve learned is that authenticity matters more than ever. The parking industry is driven by relationships. People want to work with partners they trust. They want to know that real people exist behind the technology, proposals, and presentations. Some of the most effective marketing doesn’t come from polished advertising campaigns: It comes from industry conversations, conference networking, customer success stories, and thought leadership that reflects genuine experience.
Adaptability and engagement
Balancing sales and marketing also requires adaptability. One moment may involve preparing for a client meeting or responding to a request for proposal, while the next involves coordinating trade show logistics, creating LinkedIn content, or developing campaign strategy. It can feel fast-paced, but it also creates a stronger understanding of how every touchpoint is integrated and influences business growth.
Industry events have reinforced this perspective for me. Conferences and trade shows are no longer just about showcasing products. They are opportunities to create meaningful engagement, strengthen partnerships, and build community within the industry. Some of the most valuable moments happen outside the booth, during networking events, conversations between sessions, or collaborative discussions about where parking and mobility are headed next.
Embrace the overlap
As the parking industry continues evolving through technology, mobility integration, and changing customer expectations, the connection between sales and marketing will only become more important. Companies that align these efforts effectively will be better positioned to stand out in a competitive market.
For professionals stepping into hybrid roles, my advice is simple: Embrace the overlap. Sales sharpens your understanding of people. Marketing sharpens your ability to communicate value. Together, they create a more complete perspective and, ultimately, stronger connections within the industry.
REBECCA GROTH is the director of sales and marketing for Parkpliant. She can be reached at [email protected], while the collective can be reached at [email protected].
