Marketing also has an objective. The message is then composed to hit the buttons. Buttons are fickle and need to be researched just as parts have to be researched for a product. Research for the Marketing Plan begins at the same time as the research for the Engineering Plan. It is just as much work and the results are in the details.
Sales then works off of that want.
If any company could rely upon branding, it would be Xerox. Instead, they produce ads that hit every button a manager is interested in. They are well surveyed, well targeted ads which create a want for their product. They make the prospect want to do something. After the successful marketing, Sales then merely needs to contact, handle lingering considerations and bring the client to an understanding of what they are signing for.