Sales & marketing should be playing the game of Yes & No.

All our marketing efforts must be geared toward constantly saying NO to the 90% of people it encounters, so that the relevant 10% can be directed toward our sales efforts and convinced to say YES. 

This means that our website, content creation efforts, value addition attempts, etc., must be aimed at pushing away the wrong crowd, so that only the right people are approached by our sales team.

Instead, most websites and marketing efforts vaguely cater to anyone and everyone, which makes sales harder and subsequent results tougher to achieve.