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Chapter 2—What’s the difference between
Sales and Marketing in B2B?

There’s often debate about what differentiates sales from
marketing in B2B companies. Sales and marketing are
incredibly intertwined and it can be difficult to draw a line
between the two.
There’s increasing use of the term “demand generation”,
which is particularly useful in early stage B2B companies. It
combines sales and marketing—acknowledging the overlap
between activities that are segregated at some companies.
For most companies, there does need to be a defining line
between sales activities and marketing activities—particularly
as the business grows and sales people become too busy to
engage in marketing.
The description in the previous chapter starts the discussion
about what differentiates the responsibilities of marketing
and sales. Not every company follows these guideposts nor
should they.

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© 2012 Lisa Shepherd