Marketing creates or captures attention. Distribution decides whether the product is available, where it is available, under what terms, with what stock position, margin, account ownership and follow-up.
Weak distribution leaks demand.
If account economics are wrong, stock is inconsistent, sales ownership is unclear or a partner has no incentive to prioritise the product, more top-of-funnel activity can make the leakage more expensive.
Distribution strategy therefore sits inside commercial strategy: channel choice, partner selection, account economics, enablement, ownership, visibility and feedback loops belong together.