How B2B marketing must support B2B sales

By Anders Björklund

How B2B marketing must support B2B sales

Many marketing departments do their job without much interaction with the sales team, explaining what they are doing from time to time and expecting the sales team to do the rest. Better sales and marketing alignment could lead both sales and marketing to improved results. I strongly claim that more collaboration with sales and marketing will enable essential business growth.

So, what could you do as a marketer to make life easier for your sales team?

How marketing should support sales

  • Generate relevant leads
  • Identify qualified leads
  • Align the lead qualification and the sales process
  • Automate the process
  • Establish mutual KPIs
  • Provide relevant business insights
  • Inform sales

Generate relevant leads

You're ahead of the curve by generating leads through your website. But how can you know if you generate enough leads and if they're qualitative enough? Of course, quality is always better when it comes to sales leads. Do you generate enough qualified leads?

Work backwards from your lead-to-customer rate to determine how many leads are needed for sales to hit their goals. For example, if you're getting 100 monthly leads, your sales team is closing new customers at a 5% rate. If your sales goal is 20% growth in new business, you'll need to get this number to six unique new customers, which takes 120 leads using your current lead-to-customer rate.

To get here, you need to do one thing above all else: create more relevant content offers (eBooks) and provide them on landing pages. How?

HubSpot has a few statistics showing how:

  • CTA's promoting content offers (eBooks) get almost twice the click-through rate of emails promoting webinars.
  • Companies with +30 landing pages generate seven times more leads than those with -10.
  • The companies with +40 landing pages get 12 times more leads than those with only one to five.


Get more content offers (eBooks) produced if you want to improve and make it easier for your sales organisation.

Identify qualified leads

One common objection that sales have is that marketing gives them too many low-quality leads that take their time away from finding and convincing prospects to become customers. Sometimes they have a point. However, it happens too often that marketing hand over leads that are not qualified enough.

With a modern platform, marketers can help develop criteria for identifying leads who are likely to be a good fit for a company's products, solutions or services. Sometimes a lead scoring methodology is established by assigning values to these criteria.

Align the lead qualification and the sales process

As your company generates more leads, it's essential to separate early-stage leads from the leads close to making a purchase decision. The best sales reps and KAMs may be able to interact with leads at any stage in their process to offer helpful advice and turn them into genuine sales opportunities.

It will help the entire sales organisation understand where their leads are in their buyer's journey and enable them to reach out effectively, tailoring those conversations based on the lead's needs.

Automate the process

Marketing automation done right increases sales productivity. Automating your company's marketing tasks allows you to create workflows and collect data about contacts and leads. Once data has been collected, your marketing team must warm up cold leads using automated nurturing campaigns to guide your leads through the sales funnel.

Establish mutual KPIs

Both your marketing and sales teams need to keep track of KPIs. Establishing KPIs that benefit the business helps the sales and marketing teams achieve common goals, targets and KPIs.

Reviewing common KPIs such as your closing rate per marketing campaign and MQL to opportunity conversion rate during weekly meetings will improve the sales and marketing teams' workflows. 

Joint KPIs will encourage team collaboration and lead to more innovative and relevant approaches for reaching your company's sales and marketing goals and targets.

Provide relevant business insights

Your marketing team should perform a competitive analysis to learn more about your competitors' marketing and sales tactics. The research should provide insights into your competitors' products, solutions, services, and market trends and confirm your company's strengths and weaknesses. Your sales team should use these insights to distinguish your company during sales interactions with leads and prospects.

Inform sales

Your company's customer and marketing data must help your sales team improve their efficiency and relevance and tailor the sales approach to meet potential and existing customers' needs.

Have your sales team review previous prospects' questions and objections during sales calls. Your marketing team can use this data and information to analyse your leads and prospects' pain points and develop a customer journey map that will help you adjust your marketing funnel and strategy to address the prospects' pain points before they receive a sales call.

Embrace alignment

These things may help make marketing more relevant for your sales team and the company. And they'll make life easier for you as well. It is much easier to show ROI and that you are needed as your company gets more business.

If you want to learn more about sales enablement, we have a guide that can help - it covers the whats, whys, wheres and hows of this effective tactic.


View the sales enablement guide

Anders Björklund
Founder, CEO & Strategist since 2001. Anders provides thoughts and reflections about what and how to think about onlinification and digitalisation in B2B. Anders asks many questions and knows what to do with the answers.
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