If you’re running a growing service business, chances are you’ve heard the terms Marketing Rep and Sales Rep. But what’s the difference? Which one do you actually need—and how can you make sure your next hire sets you up for success?
For many SMB owners, hiring for sales and marketing can feel overwhelming, especially after a hire that didn’t work out. It’s frustrating, but also an opportunity to learn and improve your process. Let’s break it down:
- The key differences between a Marketing Rep and a Sales Rep.
- How to decide which role your business needs first.
- Best practices for managing and setting expectations for these roles.
By the end of this guide, you’ll have the clarity you need to hire with confidence—and make your next hire a success.
Marketing Rep vs. Sales Rep: What’s the Difference?
Though both roles contribute to your revenue goals, Marketing Reps and Sales Reps focus on entirely different stages of the sales pipeline.
What Does a Marketing Rep Do?
A Marketing Rep works on the front end of the sales process, focusing on awareness and lead generation. Think of them as your company’s megaphone—they introduce your business to as many people as possible and create interest in your products or services.
Here’s what a Marketing Rep typically handles:
- Identifying and reaching out to potential prospects.
- Networking, attending events, and making introductions.
- Sending informational materials (emails, brochures, etc.) to target audiences.
- Building the first layer of trust and awareness for your brand.
Their goal? Fill your pipeline with qualified leads who are aware of your company and interested in learning more.
What Does a Sales Rep Do?
A Sales Rep takes over when a prospect is already interested. Their focus is on the middle and end of the sales process, working to qualify, negotiate, and close deals.
Here’s what a Sales Rep typically handles:
- Following up with leads generated by marketing efforts.
- Qualifying prospects to determine fit.
- Presenting proposals, negotiating terms, and closing sales.
- Ensuring the handoff to delivery teams or account management goes smoothly.
Their goal? Turn warm leads into paying customers and maximize revenue opportunities.
How to Decide Which Role Your Business Needs First
Hiring the wrong role—or at the wrong time—can result in wasted resources and frustration. The key is understanding where your business needs help most.
Ask yourself these questions:
Scenario 1: Do You Need a Marketing Rep?
- Do you need more awareness for your services or products?
- Are your sales dependent on building relationships and trust before negotiations?
- Are you struggling to get enough qualified leads into your pipeline?
If you answered yes, a Marketing Rep is the right choice. They’ll help you grow your reach, generate interest, and create more opportunities for sales conversations.
Scenario 2: Do You Need a Sales Rep?
- Are enough people already reaching out to inquire about your services?
- Are you losing deals because you can’t follow up fast enough?
- Do you need more help negotiating and closing sales with qualified prospects?
If you answered yes, a Sales Rep is likely the better hire. They’ll focus on converting interested leads into customers.
Not sure which role is best for your SMB? Let’s talk! Schedule a free consultation, and we’ll help you decide. Get Started
How to Manage a Marketing Rep
A Marketing Rep is your boots-on-the-ground team member who drives awareness and builds your pipeline. To set them up for success, you need clear direction, measurable goals, and regular feedback.
1. Set Measurable Goals
Marketing is a numbers game, so focus on metrics that reflect their outreach efforts and lead generation activities:
- Number of new introductions or connections made weekly.
- Leads added to the pipeline.
- Emails, calls, or outreach activities completed.
Clearly define these expectations from day one.
2. Provide Tools and Resources
Your Marketing Rep is the face of your company to many prospects, so ensure they have what they need to represent you well:
- Marketing collateral like brochures, pitch decks, or case studies.
- Access to a CRM or lead tracking system to manage prospects.
- Scripts or templates for outreach.
3. Check in Regularly
Hold weekly or bi-weekly check-ins to review progress and provide feedback. Ask questions like:
- What’s working well in outreach?
- Where are they hitting roadblocks?
- What additional resources do they need?
These check-ins will help you course-correct and keep momentum going.
4. Track Their Impact
Use data to assess the effectiveness of their efforts:
- Are they consistently adding qualified leads to the pipeline?
- Are they building relationships with potential prospects?
When their activity translates into warm leads, you’ll know their efforts are paying off.
How to Manage a Sales Rep
A Sales Rep takes warm leads and turns them into paying customers. They thrive on clear direction, strong processes, and a focus on closing deals. Here’s how to guide them effectively:
1. Set Closing Metrics
Unlike a Marketing Rep, your Sales Rep’s success is measured by results:
- Deals closed per month.
- Conversion rates (leads to sales).
- Revenue generated.
Define these key performance indicators (KPIs) and review them regularly.
2. Provide Pre-Qualified Leads
For a Sales Rep to succeed, they need warm leads to work with. Ensure they’re getting prospects who have already shown interest in your product or service—ideally from your Marketing Rep or marketing efforts.
3. Offer Sales Training
Sales is both an art and a science. Provide ongoing training to strengthen their skills, such as:
- Product knowledge sessions.
- Role-playing for negotiations and objection handling.
- Workshops on closing strategies.
This investment will help them become more effective and confident in their role.
4. Coach and Motivate
Schedule one-on-one meetings to discuss:
- Their pipeline status and progress toward goals.
- Challenges they’re facing with specific prospects.
- Wins they can celebrate to build momentum.
Sales can be high-pressure, so recognize their efforts and offer support to keep them motivated.
5. Track and Optimize the Process
Ensure your sales process is well-documented and easy to follow. Use your CRM to track:
- How long deals take to close.
- Drop-off points in the sales funnel.
- Areas where follow-up could be improved.
This data will help you and your Sales Rep refine strategies over time.
What’s Right for Your Business? Marketing Rep or Sales Rep
Whether you run a service business, sell products, or operate in a niche market, deciding whether to hire a Marketing Rep or a Sales Rep starts with evaluating your current needs and goals.
Start by Assessing Your Pipeline
Ask yourself these key questions:
- Do I need more leads?
If you’re struggling to get in front of enough potential customers or build awareness for your business, a Marketing Rep is your best bet. They’ll focus on generating interest and filling the pipeline with qualified leads. - Do I need help closing deals?
If you already have plenty of leads but aren’t converting them into paying customers, a Sales Rep can help. Their role is to follow up, qualify prospects, and close sales, so you don’t miss out on revenue opportunities. - Do I need both?
If you’re lacking both leads and conversions, you might need both roles eventually. In this case, start with a Marketing Rep to build awareness and interest, then bring on a Sales Rep once your pipeline is full and you need help closing deals.
Match the Role to Your Current Capacity
Consider how much of the sales process you can realistically handle yourself. For example:
- If you’re a business owner with strong closing skills but not enough leads, start with a Marketing Rep.
- If you’re overwhelmed with follow-ups and negotiations, hire a Sales Rep to take those tasks off your plate.
A Balanced Approach for Growth
Ultimately, most businesses will need both Marketing and Sales Reps to scale effectively. The key is to identify the biggest gap in your process today and address that first. By focusing on one role at a time, you’ll set yourself up for sustainable growth without overloading your resources.
Need help generating leads without hiring a full-time Marketing Rep? Our outsourced CMO services provide expert strategy and execution to fill your pipeline. Learn More
The Bottom Line: Marketing and Sales Reps Work Hand in Hand
While a Marketing Rep and a Sales Rep have different responsibilities, they’re two sides of the same coin. A strong Marketing Rep creates opportunities, while a skilled Sales Rep turns those opportunities into revenue.
If you’re unsure where to start, take a step back and evaluate your sales pipeline. Ask yourself: Do I need more leads, or do I need help closing the ones I already have? Answering this question will point you in the right direction.
Whether you’re hiring your first Marketing Rep or building a sales team, we can help you set up the right strategy for success. Schedule a free consultation today!
