A sales and marketing department performs market research, develops promotional plans and manages personal selling strategies. Often, marketing is a separate function from sales. Marketing does the research and strategic communication planning, while the sales department implements selling-specific promotional strategies.
Research is used to identify the preferences of target markets. Data is used to prepare and revise solutions. Advertising, PR and selling are all used to communicate the benefits of a solution to customers. Marketing prepares collateral materials used by sales staff to persuade prospects to buy. With established customers, the marketing and sales functions work to maintain long-term loyal relationships.