Without marketing, your business will never be as successful as it can be. It's as simple as that. And yet marketing is often overlooked or pushed aside in favor of an increased focus on sales.

But marketing doesn't have to be -- and shouldn't be -- an activity that takes place at sales' expense. In fact, when done correctly, marketing complements sales by generating leads that make the sales team's job easier. Plus, because mark eting involves the creation of a unique value proposition (UVP), it allows you to differentiate your company from myriad others in the maturing technology market, and to give prospects a reason for choosing to do business with you -- both benefits that can help your sales team close more deals.

A well-run company addresses the three main elements of a combined sales and marketing strategy:

• Branding -- Creating and communicating your UVP
• Prospecting -- Using public relations, lead generation and other tools to attract new customers
• Selling -- Delivering technology solutions that ease your customers' pain points and solve their business needs

By paying attention to each of these areas, you avoid working any one part of your company too hard in order to compensate for a lack of support elsewhere. Your sales team doesn't have to rely on making cold calls out of the phone book. And over time, you will not only begin to see measurable results from your efforts, but gain the ability to build metrics that let you calculate the amount of ROI you can expect on future marketing and sales activities.

Wondering how to accomplish these goals? This issue of the Channel Advisor is full of tips to start you on your way. To find out how other solution providers are attracting new customers and promoting their value to existing ones, read our cover story, "Marketing for Dollars." While you're there, don't miss the sidebar, "Marketing Your Business the Ingram Micro Way," which provides an overview of all the tools Ingram Micro offers to help you market your business and build your brand. Also, be sure to read "Bring It Home" to learn how the Ingram Micro Solution Centers can help you close more sales and establish a reputation as a true technology partner.

For more information on Ingram Micro's marketing resources, Ingram Micro customers can e-mail Ingram Micro Channel Marketing Services, our full-service marketing communications agency, at marketingservices@ingrammicro.com. If you aren't an Ingram Micro customer, but would like to become one, visit our web site at www.ingrammicro.com to apply.