The purpose of the present article is to evidence the critical elements and results of the marketing tools in the SMEs in different sectors. The contrast that produce the economic performance with the efforts that are done to achieve them, put the marketing in serious fixes. A methodology of exploratory and descriptive review of the process was used for investigation. For such aim, first the marketing in conditions and the businessman's punctual needs were analyzed. Secondly, the qualms to the tools when these enlarge the documentation but not the real results, and finally, the scope that they have in front of the needs and temporalities of the SMEs. In conclusion, when indicating the certainty of the known tools, they could solve difficulties in front of the financial entrepreneurship, the marketing and the sustainability of the SMEs.