The reasons that you are in business are fundamental to why people will buy your products and servivces.
People are fascinated by stories, so why not tell yours?
If you can tell it right and make people care.
As soon as prospective customers care about what you can do for them, they will become customers.
If your marketing is good, they get there so much faster.
Without it, they may never get there at all.
Expertise is key
No company uses people with no experience or knowledge to write their software.
Or to manage their key client accounts.
Yet, many do exactly this with their marketing.