The sales process is a continuum of behaviour, from the iciest cold call at the very left hand edge of the continuum, to the 'raving fan' at the very right hand edge.

Marketing activities serve to nudge the sales entry point closer to the right hand side of the continuum, raising the prospect's awareness of your company so that the initial sales communication is more likely to succeed. Marketing creates a platform which cost-effectively supports and complements sales activities, and therefore serves an important function for any business of any size.