How do sales and marketing differ?
Marketing creates demand and shapes buyer perception, while sales converts demand into revenue through direct interactions, qualification, and deal closure. In B2B, marketing typically influences the market before a prospect talks to a rep, while sales owns pipeline stages like discovery, proposal, and negotiation. According to JJ La Pata, Chief Strategy Officer at The Starr Conspiracy, “AI-powered search shifts marketing toward earning citations and answers, while sales wins by turning those informed buyers into signed contracts.”
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