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See for yourself how we do Marketing and Business Development differently.
When Sales and Marketing don’t align, businesses lose deals, waste budget and miss opportunities.
If you’re looking to move towards a more aligned approach, talk with one of our Marketing and Business Development experts.
Sales and marketing differences through a typical prospect journey, from awareness to closing the deal and maximising retention:
1. Awareness & Attraction
- Marketing: “We need to build brand awareness and generate leads through content, social media, and SEO.”
- Sales: “We need more high-quality leads, not just website visitors or social media followers!”
Recommendation: A collaborative lead generation strategy ensures marketing attracts the right audience, while sales helps refine targeting based on real customer insights.
2. Lead Generation & Qualification
- Marketing: “We’ve generated hundreds of leads through campaigns—sales should follow up!”
- Sales: “Most of these leads aren’t sales-ready; we waste time chasing unqualified prospects.”
Recommendation: A lead scoring system (jointly developed) ensures sales gets leads that are actually ready to buy, saving time and improving conversion rates.
3. Engagement & Nurturing
- Marketing: “We need more automated nurture emails and valuable content to keep prospects engaged.”
- Sales: “Customers don’t want more emails; they want real conversations and tailored solutions.”
Recommendation: Align marketing and sales messaging so prospects get the right mix of digital engagement and personal outreach at the right time.
4. Sales Conversion & Closing Deals
- Marketing: “Why isn’t sales using our case studies and materials? They help close deals!”
- Sales: “Marketing materials are too generic; we need custom content for real customer pain points.”
Recommendation: Co-create sales enablement content (e.g. case studies, ROI calculators) that marketing produces with sales input to directly support closing conversations.
5. Customer Experience & Retention
- Marketing: “We should focus on customer success stories and retention strategies.”
- Sales: “Our job is done once the deal is closed—customer success should handle retention.”
Recommendation: A feedback loop between sales, marketing and customer success ensures better ongoing engagement and cross-sell/upsell opportunities.
Align sales and marketing, watch revenue grow!
The team are available to discuss your future goals and help grow your business. Contact Kathryn or give us a call on 0161 696 3459.
Get in touch.
See for yourself how we do Marketing and Business Development differently.