Context: We are a small 3-developer company that sells Windows desktop software for small businesses on our website.
We believe that we need both:
"Marketing" - i.e. one-to-many interactions, e.g. developing more materials (case studies, etc.) and variants for our website, A/B testing them, driving Google AdWords and other online advertisements, experimenting with offline advertisements, experimenting with promotions (e.g. discounts, refer to friends, etc.), blogging, etc.
"Sales/Business-Development" - i.e. focusing on one-on-one interactions, e.g. forming relationships with resellers, forming relationships with channel partners (e.g. cross promotions), possibly working on large potential customers.
We recently hired (on probation) somebody with a background in the Sales/Business-Development area to a job where he works on both roles. So far, his performance on the Marketing front has been fairly weak. He seems to have been doing lots of high-level brainstorming but despite encouragement, rarely actually gets his hands dirty and implements them or drives them to a very concrete level (e.g. put this paragraph into the front page of the website).
Is it realistic to expect a startup to be able to hire one person able to do both of these jobs well for under 6 figures? Or are the skill-sets so divergent that very few people can do both effectively?
If we had to pick one to hire for, which one should we do? I would imagine that good marketing can probably drive revenue more, but also that geeky developers can plug marketing holes more effectively than sales holes.