Marketing is an essential part of any business. Investing in marketing enables you to reach a larger audience and generate more interest in your products or services. Marketing can also increase revenue per customer by creating perceived value in the minds of those who buy.
Marketing and sales are two distinct but often overlapping disciplines. Marketing is focused on creating awareness of a brand or product. Sales is focused on cultivating relationships with those who have some brand awareness and converting them into customers.
For this reason, marketing and sales must work closely together to ensure that the right message is being communicated to the right people at the right time. It’s still up to management to decide how to coordinate information and resources between those two functions if you want both to deliver the highest possible ROI.