Focus on Marketing First to Drive Sales

by | Business Advice, For Entrepreneurs, Process Management

Talking about the importance of marketing and sales often feels like a chicken-and-the-egg conversation. Which one comes first?

And business gurus often solely focus on increasing sales, but is that possible if you don’t have a solid marketing foundation?

And now that we’re on the topic, what exactly is the difference between marketing and sales? Let’s take a look at all those questions to see why you should focus on marketing first.

Focus on marketing first: photo showing hands on a table with a calculator and laptop

Marketing vs. Sales

Marketing and sales are sort of like cousins – they’re related but have distinct functions within your business.

Marketing is the process of creating and communicating product or service offerings that have value for customers. The goal of marketing is to build awareness of a company’s products or services, generate leads, and create a positive image for the company in the minds of customers, which is why you should focus on marketing first.

Sales, on the other hand, is the process of persuading a customer to purchase a product or service. The goal of sales is to close deals and generate revenue for the business. Sales activities typically involve direct interaction with customers, such as face-to-face meetings, telephone calls, or email correspondence. Salespeople are responsible for understanding the customer’s needs, presenting the benefits of the product or service, and negotiating the terms of the sale.

Both functions are important for business success, but they have different objectives and focus on different stages of the customer journey.

Business meeting in front of whiteboard with charts

Marketing Drives Sales

Marketing is considered the foundation of all sales for four key reasons:

  1. Awareness and Interest: Marketing helps you create awareness about your products and services among potential customers. By promoting your offerings through various channels, such as social media, advertising, and events, you can generate interest and curiosity among your target audience, which can lead to sales.
  2. Understanding Customer Needs: Marketing allows you to gather information about your customers, including their needs, wants, and preferences. This information is crucial in developing products and services that meet their needs and in creating targeted marketing messages that resonate with them.
  3. Building Relationships: Marketing is also about building relationships with potential customers. By communicating with them regularly and providing them with valuable information and offers, you can establish a connection with customers, which can lead to increased loyalty and repeat sales.
  4. Establishing Brand Image: Marketing helps you establish a brand image and reputation for your business in the marketplace. By creating a consistent and compelling message about your products and services, you can differentiate your business from competitors and create a positive image in the minds of customers.

In short, marketing is the foundation of all sales because it creates awareness and interest in the products and services and establishes a strong brand image. Without marketing, businesses may struggle to reach potential customers and generate sales, which is why you should focus on marketing first.

Business people in a meeting

Unique Value Proposition

A unique value proposition (UVP) is a critical component of any successful marketing and sales strategy. A UVP succinctly and effectively communicates the key benefits and advantages of the product or service and why it is worth choosing over competing offerings.

Marketing plays a crucial role in creating and communicating the UVP. This involves conducting market research, analyzing the competition, and understanding the needs and wants of the target customer.

A strong UVP can increase the effectiveness of marketing and sales efforts by providing a clear and consistent message about the product or service and making it easier for salespeople to sell and close deals, which is why you should focus on marketing first.

Toy shopping cart on a laptop


Once the product or service features, benefits, and positioning have been developed, marketing creates marketing materials and campaigns that effectively communicate the offer to potential customers. Marketing materials and campaigns should be designed to highlight the key benefits and advantages of the product or service and communicate them in a compelling way to potential customers.

By developing the product or service features and benefits and creating marketing materials and campaigns that effectively communicate the offer to potential customers, marketing can help to increase awareness and interest in the product or service and drive sales and growth.

Young woman purchasing something online


Pricing is a crucial aspect of any marketing and sales strategy, as it directly affects your company’s profitability and competitiveness.

Pricing starts by conducting market research to understand your target customer’s willingness to pay for the product or service, as well as the prices charged by competitors for similar offerings. This information is then used to determine the optimal price point for the product or service that balances the value that the product provides to the customer with the company’s desired profitability.

In addition to considering market and competitor pricing, when you focus on marketing first, you’re able to take into account the cost of production and distribution, the target customer’s perception of the value of the product or service, and the company’s overall business objectives.

By considering all of these factors, marketing can develop a pricing strategy that optimizes sales and profitability while also taking into account the value that the product or service provides to the customer.

Two business women looking at a laptop

Selling with Confidence

Selling with confidence is crucial to the success of any sales effort. Marketing plays a key role in supporting salespeople and enabling them to sell with confidence by providing them with the information and materials they need to succeed.

You should focus on marketing first so you can create marketing collateral that can be used by salespeople to support the sales process. This may include brochures, flyers, presentations, and other materials that can be used to effectively communicate the product or service offer and differentiate it from the competition. By having access to these materials, salespeople can sell with confidence, knowing that they have the information and support they need to close more deals.

Business women shaking hands

Closing the Sale

Closing the sale is the final step in the sales process, and it requires the salesperson to effectively communicate the value of the product or service and persuade the customer to make a purchase. Marketing plays a crucial role in supporting this step by creating demand and building awareness for the product or service.

When you focus on marketing first, customers are aware of your product or service and have a positive impression of the company; they are more likely to be receptive to the salesperson’s pitch and make a purchase. This increased demand and awareness can make the sales process easier and more effective, as the salesperson has a more favorable environment in which to close the sale.

Hands on table pointing to a chart

When Sales Should Come First

Of course, there are exceptions to every rule, so here are the three scenarios when you might strategically decide to ditch the focus on marketing first rule and pivot to sales:

  1. Limited time or budget: If your business has a limited budget or a short timeframe to generate revenue, it may make sense to prioritize sales first. In this case, you may need to focus on acquiring customers quickly, which may involve direct sales efforts such as cold calling, email marketing, or paid advertising.
  2. Established brand: If your business is already well-known in the market and you have a solid customer base, it may make sense to prioritize sales over marketing. Your existing brand reputation and customer base can provide a strong foundation for your sales efforts, making it easier to close deals and generate revenue.
  3. High-demand product: If you have a product that is in high demand, you may be able to generate sales without investing heavily in marketing. In this case, you may want to focus on sales efforts such as referrals, word-of-mouth marketing, and direct sales to capitalize on the existing demand for your product.

It’s important to note that while focusing on sales first may help you generate revenue quickly; it’s not a sustainable strategy for long-term growth. Without a solid marketing foundation, your sales efforts may stagnate, and you may struggle to acquire new customers in the future. So, as soon as you’re able to focus on marketing first.

Young business people in a meeting

Ultimately, marketing and sales are two sides of the same coin, working together to drive business growth and success. While sales focus on closing deals and generating revenue, marketing provides the essential foundation that makes this possible. When you focus on marketing first, you create a solid foundation for sales success, helping your business to grow and thrive in the long run.

Still not sure if you should focus on marketing or sales first? Schedule a conversation to discuss what the best strategy is for your business.