I’ve often found myself chatting with business owners who’ve just hit that point where something needs to change—fast. They’ve outgrown living off a handful of loyal referrals, and they’re itching to break into new markets, boost revenue, or spin up some game-changing momentum. Then they get stuck on one very important question:
“So… do I hire for marketing first, or do I go all-in on sales?”
From my vantage point, this is like the old chicken-and-egg riddle. Eventually, you’ll need both to succeed. But for many growing companies, the strategic marketing foundation should usually come before you unleash your sales machine. Let me explain why.
1. Laying the Right Groundwork: Marketing Comes First
Sales teams are terrific at sealing the deal, building one-to-one relationships, and converting prospects into paying customers. But let’s face it: even the best salesperson can’t do much if the market doesn’t know who you are, what you do, or why you matter.
Here’s what I mean by “foundation”:
- Brand Clarity: What makes you different from competitors?
- Messaging and Content: What’s your unique value? And how do you show people you solve real problems?
- Target Audience: Who do you serve best, and how do you reach them?
If you’ve got these questions dialed in, any sales effort skyrockets. If not, a newly hired salesperson ends up with an expensive guessing game—trying to craft the messaging themselves or figure out your audience on the fly. That’s a bit like giving someone an airplane without handing them the flight manual.
2. Keep Them Tight: Marketing and Sales Thrive Together
Marketing and sales aren’t supposed to be rival departments. They’re more like best friends who finish each other’s sentences—especially when it comes to keeping your buyers happy. Here’s how I see the dynamic:
- Marketing listens, analyzes, and lays out the big-picture strategy (plus the content that addresses common questions).
- Sales builds trust face-to-face (or Zoom-to-Zoom), helping prospects see how you’re the perfect fit for their needs.
When they work well together, your sales team spends less time dealing with rudimentary questions (because marketing already answered those via content) and more time focusing on real conversations that move deals forward. Who doesn’t want that?
3. Why Trust Matters More Than Ever
A strategic marketing foundation also gives you a head start on the holy grail of business: trust. If your website, social media, and brand materials consistently communicate who you are and why you care about customers, prospects will feel like they already know you.
I’ve heard more than a few people say something like, “I feel like we’ve met before” when they finally talk to a salesperson. That’s your marketing effort in action—showing up, communicating clearly, de-risking the decision to choose you before you ever hop on a call.
4. Fractional Leaders to the Rescue
Full disclosure: I’m a big believer in Fractional CMOs, Fractional CROs, and other experienced leaders who can parachute into your business and tackle strategic roadblocks without the hefty salary or long-term commitment. The best part? You can get top-level expertise a fraction of the time—freeing you up to channel your resources into growth.
- Fractional CMO: Sets the vision, shapes the brand, and ensures your message resonates with the right buyers.
- Fractional CRO (or a strong head of sales): Improves the sales process, helps expand into new markets, and makes sure you’ve got consistent revenue streams.
The question, “Which one do I hire first?” usually comes down to whether you need a rock-solid brand and marketing strategy right out of the gate, or if you need a top-tier sales process to grow exponentially. In many cases, marketing first sets you up for better, faster results once you bring in sales.
5. Process, Discipline, and “No More Random Acts of Marketing”
Marketing is sometimes viewed as that department that “does creative stuff.” But I see marketing as a process—one that requires discipline, focus, and a plan to measure results. One big pitfall for many businesses is “random acts of marketing,” where they chase every shiny marketing tactic instead of sticking to a well-crafted roadmap.
The solution? Pick a direction, stay consistent, and don’t be afraid to say “no” to the marketing FOMO (fear of missing out). Mastering focus is one of the smartest ways to boost results without burning money (or your sanity).
6. Wrapping It Up: My Two Cents
- Start with marketing if you need clarity on your brand, audience, or message. This goes triple if your product or service is complex or high-ticket. You’ll want people to feel they already know and trust you long before any invoice or proposal hits their inbox.
- Bring in sales (or a sales leader) once your marketing foundation is solid. Then watch how much smoother—and faster—you can turn prospects into happy customers.
To be clear, marketing and sales are equally crucial. But I can’t stress enough how many times I’ve watched a strong marketing strategy make the sales team look like superstars. If you’re still unsure which piece of the puzzle you need first, think about the kind of relationship you want with your customers. Because at the end of the day, people do business with brands they trust—and your marketing strategy is where that trust begins.
If you’re navigating this chicken-and-egg scenario yourself and need help pinpointing the right move, let’s chat! Nothing energizes me more than helping businesses refine their strategy, save money, and create meaningful relationships with the people they serve. It all starts by deciding whether you need a strategic marketing boost—or if you’re truly ready to double down on sales.