It is very common to see marketing, sales, and business development used interchangeably across many B2B and professional service organizations.

Except they’re not interchangeable.

They’re distinctly different disciplines, different muscles, and different ways of creating growth. And when leaders blur the lines between them or don’t understand the unique role of each one, the entire growth engine slows down.

And whether leaders admit it or not, the health of that reality shows up everywhere: your reputation, the client experience, the pace of decision-making, how well teams collaborate, and ultimately, whether the business grows.

Here’s the part most organizations miss:

Culture is business infrastructure, not decoration.

You don’t create culture.

You reveal it through the choices you make.