PSPINC CEO Kenichi Uchikura's Blog

The True Purpose of Marketing: Opening the Door Before Sales Knocks

The purpose of marketing is often misunderstood. It’s not just about making things look pretty or running ads for the sake of visibility. At its core, marketing is about creating awareness and interest—so that sales doesn’t have to start from zero.

 

Imagine a world where every salesperson has to go door to door, introducing themselves and the company from scratch each time. That’s not only inefficient, it’s exhausting—and rarely scalable.

 

This is where marketing steps in.

 

Good marketing does the following:

 

Builds recognition: So when a salesperson calls or emails, the recipient already knows the brand.
Educates the market: So prospects understand the problem being solved before a sales pitch begins.
Establishes credibility: Through content, testimonials, social proof, and consistent branding, marketing makes your company a known, trustworthy presence.
Generates leads: Campaigns, social media, SEO, events, and email newsletters bring potential customers to the doorstep of the sales team.
Creates a desire: By highlighting pain points and offering solutions, marketing helps potential customers feel the urgency or value of what’s being offered.
When marketing is effective, sales shifts from “cold calling” to “warm conversations.” Instead of explaining who you are and why you exist, salespeople can focus on listening to the customer’s needs and closing the deal.

 

In short, marketing opens the door—sales walks in.

 

The goal is alignment. When marketing and sales are working together, marketing creates the stage, sets the spotlight, and introduces the story. Sales takes the mic and finishes the performance.

 

This is why investing in marketing is not optional—it’s a multiplier. When done right, it doesn’t replace sales; it makes selling easier, faster, and more productive.