Mid-sized workstream — Marketing & sales
Marketing and sales: one cycle, no friction.
When marketing produces contacts that sales don't work, everyone loses. Alignment means sharing the same target, the same definition of a qualified lead, and a measured handover.
Symptoms
The signals you probably recognise.
- Sales reps consider marketing leads unusable; marketing finds them poorly qualified by sales.
- The messaging differs between the website, materials and client meetings.
- No written definition of what a qualified lead is.
- Marketing investment is never linked to any signed revenue.
- Content produced is never used in the sales cycle.
Impact
What it really costs.
Marketing-sales misalignment costs in budget spent without return, abandoned opportunities and demotivation on both teams.
of generated leads are never processed for lack of hand-off rules.
acquisition cost once targeting and messaging are finally shared.
shared definition of a qualified lead: the starting point of all alignment.
Our approach
Four steps, a course you can hold.
- 1
Framing
A 60-minute conversation with management, marketing and sales about the current journey.
- 2
Data-driven diagnosis
Analysis of lead sources, volumes, handling and conversion rates.
- 3
90-day plan
Qualified-lead definition, hand-off rules, messages by segment and a useful content calendar.
- 4
Guided implementation
A joint marketing-sales ritual, shared indicator tracking and successive corrections.
Deliverables
What you actually get.
Documents you can use from the following week, not a report gathering dust in a drawer.
- A written, shared definition of the qualified lead.
- Shared messaging and arguments by target segment.
- A lead hand-off process with deadlines and responsibilities.
- A kit of content genuinely used in meetings.
- A shared dashboard: leads, hand-off, conversion, acquisition cost.
To go further
Related programmes.
Frequently asked questions
What business owners ask us.
- Yes. In many mid-sized businesses marketing is driven by the owner or a service provider. Alignment then means framing what's expected and linking actions to the pipeline.
- The existing CRM is enough in the vast majority of cases. The value comes from shared rules and the review ritual, not the tool.
- Through lead hand-off rate, conversion rate and acquisition cost by segment, tracked monthly.
A first 60-minute conversation, no strings attached.
We start from your real situation, identify the two or three levers that matter, and you leave with a clear view of what comes next.