It’s And

If you’ve been in business for a while, you’ve probably heard people use “prospecting” and “marketing” like they’re the same thing. They’re not.

And if your sales team—or you as the owner—don’t understand the difference, you’re leaving money on the table.

Let’s break it down.

Marketing: Creating Demand

Marketing is everything you do to make people aware of you. It’s the magnet that draws people in.

Think:

Running ads
Posting content on Instagram or LinkedIn
Hosting an event or webinar
Email campaigns

Marketing says: “Here’s who we are, here’s what we do, here’s why it matters.”

Done right, it builds trust over time and brings inbound leads to your door.

Prospecting: Creating Conversations

Prospecting, on the other hand, is active. It’s where your sales team doesn’t wait around for the phone to ring—they go out and create opportunities.

Think:

Cold calls
Direct messages
Chamber coffee chats
Asking for referrals
Walking into a business and introducing yourself

Prospecting says: “Hey, I see you. Let’s talk about how we can help.”

It’s about starting conversations with people who may not have found you otherwise.

Why You Need Both

Here’s the truth: relying only on marketing means sitting back and hoping your ads, posts, or SEO do the heavy lifting. Relying only on prospecting means grinding for every deal with no long-term leverage.

But together? That’s where you build a healthy pipeline:

Marketing fills the top with people who already have awareness.
Prospecting fills the gaps with people you intentionally pursue.
Both feed into follow-up systems that drive real revenue.

Sales Power Move: Balance the Effort

Ask yourself (and your team):

Where are we investing in marketing that builds awareness over time?
Where are we actively prospecting to drive conversations today?
Do we have a system that connects the two so no lead falls through the cracks?

The best sales teams don’t wait for one or the other. They build both engines and keep them running.