So a quick recap: at it’s most simple level, Marketing is about creating the opportunity to sell. Sales is about converting the prospect (opportunity) into a customer. Marketing is about how the battle is to be fought and deploying the right resources, in the right place, at the right time and in the right way to achieve the objectives. Sales is hand to hand combat, and is where all the smoke and explosions and noise are. To consider the entire marketing strategy then one has to step back from the cut & thrust of daily business.