--- title: Sales Plus Marketing to Reach Buyers description: There is no longer a strict demarcation between marketing and sales. Success comes from working together. image: https://www.davidmeermanscott.com/hubfs/shutterstock_1816579838.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/sales-plus-marketing-to-reach-buyers#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Sales Plus Marketing to Reach Buyers May 25th, 2022 1 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/hubfs/shutterstock_1816579838.jpg?width=1500&height=1000&name=shutterstock_1816579838.jpg) Successful sales and marketing no longer follow the playbooks that worked even just a few years ago. The rules have changed, yet most organizations and the sales and marketing professionals they employ haven't made the transition. In an ideal world, content is the key to bring marketing and sales together to reach buyers.    > Marketing = reaching multiple buyers. > > Sales = reaching one buyer at a time. > > — David Meerman Scott (@dmscott) [April 1, 2021](https://twitter.com/dmscott/status/1377681143294791683?ref_src=twsrc%5Etfw) ## How sales and marketing has changed There is no longer a strict demarcation between marketing and sales. Success comes from working together. In the old days, salespeople controlled the information. Now it's the buyers who have the leverage. Buyers actively go around salespeople, gathering information themselves and engaging a company representative only at the last possible moment. By then, they are armed with tons of information. ## Marketing = Reaching multiple buyers The job of marketers is to understand buyer personas and communicate with these groups in a one-to-many approach. Web content as a marketing asset captures the attention of a group of buyers and drives those people into and through the sales process. The content marketers create—blogs, YouTube videos, infographics, e-books, virtual events, and the like—can influence large numbers of people. Done well, with a research-based understanding of buyer personas, this content generates sales leads. ## Sales = Influencing one buyer at a time The role of sales is completely different. The goal of a salesperson is to influence one buyer at a time, typically when the buyer is already close to making a purchase decision. While marketers need to be experts in persuading an audience of many, salespeople excel in persuading the individual buyer. They add context to the company's expertise, products, and services. Through them, the marketers' content fulfills its potential by connecting buyer to salesperson when the buyer is interested. If, like me, you run a small business, you're probably playing both roles—communicating to your wider marketplace and engaging with one interested buyer at a time.   [![New call-to-action](https://no-cache.hubspot.com/cta/default/413105/4ea36e3d-7d0e-437c-925f-1187f1e5f598.png)](https://cta-redirect.hubspot.com/cta/redirect/413105/4ea36e3d-7d0e-437c-925f-1187f1e5f598) [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ New Rules of Marketing and PR ](https://www.davidmeermanscott.com/blog/topic/new-rules-of-marketing-and-pr) [ Sales Strategies ](https://www.davidmeermanscott.com/blog/topic/sales-strategies) [ New Rules of Sales & Service ](https://www.davidmeermanscott.com/blog/topic/new-rules-of-sales-service) [ Best Practices ](https://www.davidmeermanscott.com/blog/topic/best-practices) [ Business to Business ](https://www.davidmeermanscott.com/blog/topic/business-to-business) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Stefano%20Paciotti.jpg?width=1500&height=1084&name=Stefano%20Paciotti.jpg) ### The Ham Whisperer of Rome: How Stefano’s Honest Videos Won the World’s Heart June 24th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/the-ham-whisperer-of-rome-how-stefanos-honest-videos-won-the-worlds-heart) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/story%20time%20shutterstock_2078659261.jpg?width=1500&height=999&name=story%20time%20shutterstock_2078659261.jpg) ### The Story Customers Tell Themselves May 6th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/the-story-customers-tell-themselves) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Facebook%20Live%20no%20more.jpg?width=1352&height=893&name=Facebook%20Live%20no%20more.jpg) ### Meta Focused On Profit Over Users: Now Deletes Facebook Live Videos After 30 Days April 28th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/meta-focused-on-profit-over-users-now-deletes-facebook-live-videos-after-30-days) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/shutterstock_2077138888.jpg?width=1500&height=1000&name=shutterstock_2077138888.jpg) ### What Makes a Great Marketer? 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