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Many manufacturers started focusing on the technical aspects of producing a product. They had the technical expertise to develop an application or product but lacked commercial capabilities.

Initially, manufacturers would rely on local reputation and word-of-mouth to generate sales. As they grew and wanted to expand regionally or nationally, manufacturers realized they needed sales and marketing capabilities. This led them to bring on sales reps, and distributors, or even develop in-house sales teams.

The transition from purely technical producing to incorporating sales and marketing represented an evolution for manufacturers. No longer could they rely solely on technical expertise. To increase sales, compete nationally or globally, and scale their business, they needed a sales and marketing engine to drive growth.

This shift enabled manufacturers to significantly expand their reach and revenue potential. Many small, local operators have transitioned into multinational organizations with the addition of structured sales and marketing capabilities.