I have grown up in small business environment and have found that marketing is most useful when it is supporting the sales or revenue generation activities of the company. First, the sales strategy leads, then the marketing strategy is built to support the sales effort. This way, the marketing effectiveness can be gauged by sales results. Like most small businesses, budgets are finite and you want to ensure you are getting the biggest return on your investment. This may sound quite simple but in reality, what often happens is marketing leads the sales efforts which in some cases leads to a misalignment where the sales goals are not being supported fully by the marketing effort.
To best support your sales team with marketing activities, you first have to have a good gauge of what your sales team needs. To do this, you need to ask a series of questions: