In practical business terms  effective marketing is simply the capacity to generate enquiries for  your business or service That process can take many forms using many different channels-brochures, leaflets, web based media but the end objective is to create interest and leads for your business

In simple practical terms , effective selling is the capacity to convert  sales leads into orders. There is little purpose in having great marketing that gives you lots of sales enquiries that are not being converted into business-like having a beautiful shop front but no customers enter.
Sales are vital,if you have a poor sales operation you will not have sufficient revenue coming into the business to  cover  costs-Your business will very quickly run into financial problems-typically cash flow issues meaning that it will not be able to  pay debts when they fall due.

A successful business needs an effective sales pipeline process-that means the ability to market its products and services to generate sufficient enquiries to produce enough sales revenue and profit to feed the business-to ensure it has sufficient cash coming in to meet overheads and costs as well as profit targets.          

The sales pipeline will include a sales conversion level as part of the process-in effect what percentage of enquiries need to be converted into orders to meet revenue targets for the business.
Is your business marketing generating enough customer enquiries and is the business converting enough of these into orders?