Sales and marketing—two sides of the same coin, right? Well, sort of. If you think of your business as a car, marketing is the engine that propels it forward, while sales is the driver steering it toward the finish line. Both departments play crucial roles, but their responsibilities and goals are far from identical. Still, many businesses (especially smaller ones) lump these functions together, often placing the burden of marketing on their sales teams. Spoiler alert: this rarely works out as expected.

Let’s dive into the nuances of sales and marketing, how they complement one another, and why your business might need to rethink its approach if you’re asking your salesperson to double as the marketing department.

What Is Marketing?

Marketing is the art and science of creating awareness, generating interest, and building a relationship between a product or service and its potential customers. It's like planting the seeds and nurturing them, creating the conditions for sales to happen. Marketing encompasses a broad range of activities, including:

- Branding: Making your company and its values recognizable.

- Content Creation: Blogs, social media posts, and videos that provide value to your audience.

- Lead Generation: Attracting potential customers through ads, email campaigns, and organic efforts.

- Market Research: Understanding your audience, their needs, and the competition.

Marketing creates the interest that leads to a sale—it’s the voice whispering in the customer’s ear, “Hey, you might need this product!”

What Is Sales?

Sales, on the other hand, is the actual process of turning that interest into a commitment. If marketing gets the phone to ring, sales is what picks it up and closes the deal. It involves:

- Prospecting: Identifying potential customers.

- Negotiation: Addressing objections and providing solutions.

- Closing: Getting a customer to agree to buy.

Sales is direct, personal, and transactional. It’s the final step in transforming a lead into a customer. 

How Do They Differ?

While both departments share the ultimate goal—revenue—how they go about achieving it differs significantly.

- Marketing is long-term and focuses on nurturing leads and building relationships.

- Sales is short-term and focused on closing deals quickly.

Marketing’s approach is broad and indirect, reaching many people at once. Sales, however, is a one-on-one conversation, tailored to a specific individual. Marketing creates demand; sales meets that demand.

Where Do the Roles of Sales and Marketing Get Confused?

Let’s face it: most people outside the industry think “marketing” means slapping an ad on Google and calling it a day. Many small business owners assume that since their salespeople know the product well and talk to customers all day, they should naturally be in charge of marketing too. But here’s where it gets tricky—being a great salesperson doesn’t mean you know how to build a brand, generate leads, or craft compelling content.

Common (But Incorrect) Reasons Salespeople Are Also Tasked with Marketing

1. "They already know the customer!" 

It’s true—salespeople know their customers well. But knowing how to negotiate a deal doesn’t mean they understand how to target an audience at scale. Marketing requires specialized skills like data analysis, creative content creation, and search engine optimization—things your top salesperson may have never touched.

2. "Marketing just takes a couple of hours a week, right?"

Wrong. Effective marketing requires consistent effort and expertise across multiple platforms—social media, email, content, SEO, PPC—you name it. Expecting your salesperson to dabble in marketing while also crushing their sales targets is a recipe for burnout and mediocre results.

3. "We can't afford a full marketing department."

Sure, hiring an entire in-house marketing team might feel like a stretch for a small business. But lumping marketing tasks onto your salespeople could hurt your business more than help it. You risk spreading your team too thin, resulting in lost sales opportunities and inconsistent marketing efforts.

Why Should a Business Hire an Outside Marketing Person vs. Having Their Salesperson Do It All?

1. Sales Should Focus on Sales 

If your sales team is busy trying to write blog posts, run Facebook ads, and tweak the SEO on your website, guess what they aren’t doing? Selling. Sales requires laser focus and energy. By asking your salespeople to do marketing, you dilute their effectiveness in closing deals and building relationships. Let your sales team do what they do best—closing deals—and leave the marketing to the pros.

2. Marketing Needs Consistency

Marketing isn’t a set-it-and-forget-it game. It requires ongoing effort, testing, tweaking, and adapting to new trends and algorithms. If your marketing is sporadic or inconsistent because your salesperson is pulled in too many directions, it’ll reflect poorly on your brand. Consistency builds trust, and an outside marketing team can ensure your message is steady and reliable.

3. Marketing Expertise Isn’t Built Overnight

Marketing is a multifaceted discipline that involves creative storytelling, technical know-how, and strategic planning. Expecting your sales team to pick up all the nuances of modern marketing while maintaining their sales quotas is not just unfair—it’s unrealistic. A dedicated marketing expert can keep up with trends, tools, and best practices that your sales team simply doesn’t have time for.

Important Reasons to Hire an Outside Agency for Your Marketing

1. You’ll Get Specialized Skills

Marketing agencies live and breathe marketing. They bring to the table years of experience in various industries and a team of professionals who specialize in different areas—like SEO, social media, content creation, and analytics. Instead of having your salesperson “wing it,” you’ll get expert strategies designed to drive growth.

2. Consistency and Fresh Ideas

An outside agency can ensure that your marketing is consistent, even during your busiest times. They’ll also bring fresh, creative ideas that may never occur to an in-house team juggling multiple roles. Agencies are exposed to a variety of businesses, meaning they can apply lessons learned from other industries to help yours.

3. You Free Up Time to Focus on Core Operations

You and your team already have plenty on your plates. By outsourcing your marketing, you can focus on what you do best—whether that’s developing your product, managing your team, or driving sales. Let the experts handle your marketing so you can invest your energy into the areas where you truly excel.

4. It’s More Cost-Effective Than You Think

Hiring a full-time marketing team can be costly, but working with an agency provides flexibility. You can scale your efforts up or down based on your budget and needs without the overhead of full-time salaries and benefits. Plus, the return on investment from well-executed marketing can far exceed the cost.

Conclusion: The Right Tools for the Right Jobs

In today’s business world, sales and marketing are both essential—just like peanut butter and jelly. But forcing your salespeople to also handle marketing? That’s like asking the peanut butter to also be jelly. It just doesn’t work.

If you’re expecting your sales team to carry the weight of marketing, you might be holding back your business growth. By hiring a marketing agency, you can unlock the full potential of your sales team, ensure your marketing efforts are consistent and effective, and ultimately drive more revenue.

So, let’s keep your sales team focused on closing deals and leave the marketing to the pros.