Marketing communications can pave the way for your sales staff. First, a well-known brand name can put your company on the short list of vendors. Second, a reputation as a market leader can make you the safe recommendation. There is a famous saying: “Nobody ever got fired for recommending IBM.” Wouldn’t you like the same to be said about your company? Third, your salesperson is not an unknown person selling an unknown product. Your advertising serves as a kind of introduction, to make a positive impression on the prospect. And fourth, marketing communications can be used to generate leads with interested prospects.