My headline isn’t going to win any friends across the aisle in the land of sales teams, and I’ll admit there’s a bit of attention-seeking there. But, even though I won’t suggest that sales is by definition easier than marketing, I do feel that strong marketing can have an outsize impact on sales results and sales efficiency.
Marketing can only have that impact on sales when there is a progression of thoughtful activity from a firm’s earliest contact with a prospect to converting the sale, and beyond.