My suggestion is to try to get someone that enjoys sales and marketing involved with your operation. Many entrepreneurs are specialists in a particular field. They are great designers, software developers, wine merchants etc., but not necessarily good promoters. If you don't enjoy it not only will you likely be bad at it, but you will also waste a lot of the time you could otherwise devote to the things that you are good at.
Whether finding sales and marketing help is possible or not, it is still important to have a good grasp of what is going on. Advertising can often be the single biggest expense you have. You need to know where the money is going.