Sales and Marketing are pulling in opposite directions. Your pipeline is paying the price.
I've worked with a lot of B2B SaaS companies. And in almost every one, I find the same quiet civil war. Sales thinks Marketing produces brand fluff and unqualified leads.
Marketing thinks Sales ignores the content they produce and doesn't follow up on their campaigns. Both are partially right — and that's the problem.
This misalignment isn't a personality issue. It's a structural one. Here's what it looks like in practice:
Marketing is measured on MQLs. Sales is measured on closed revenue. These are not the same metric. Until they're linked by a shared definition of a qualified opportunity, both teams will optimise for their own number — at the expense of the company's.
Sales enablement content is created in isolation. Marketing builds decks, one-pagers, and case studies that Sales has never been consulted on. Sales ignores them. Marketing is bewildered. The content sits in a SharePoint folder for the next twelve months.
There is no feedback loop. When a deal is lost, does Marketing know why? When a prospect goes cold after downloading a piece of content, does that change the nurture strategy? In most companies: no.
The cost of this isn't just pipeline inefficiency. It's cultural. Sales starts to distrust Marketing. Marketing starts to feel undervalued. Good people on both sides begin to disengage.
The fix is integrated Sales Enablement — a model where Marketing, Sales, and leadership share common goals, common language, and common accountability.
This is what we build at Enforma. Not a report. Not a workshop. An embedded, working model.
Are Sales and Marketing in your company genuinely working as one team?
Read more about our Sales Enablement approach at enforma.london/sales-enablement — or speak to Edmund for a free initial conversation. |
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