A COMMON GROWTH PROBLEM
Marketing generates leads. Sales says they are the wrong ones.
In many growing B2B businesses, sales and marketing operate as separate functions with different definitions of a good lead, different priorities, and little shared accountability for revenue.
The result is a disjointed customer journey: strong top-of-funnel activity that fails to convert into a coherent buying experience.
How this shows up
- Marketing-qualified leads that sales does not follow up on, or follows up inconsistently
- No shared definition of what a good lead actually looks like
- A buying journey that feels disconnected from first contact to close
- Messaging that changes between marketing materials and sales conversations
- No shared reporting that connects marketing activity to closed revenue
Why it happens
This usually is not a personality clash. It is a structural gap: no shared commercial owner, no agreed handoff process, and no single view of the customer journey from first touch to signed deal.
As the business grows, informal alignment that worked with a small team breaks down without deliberate structure.
How Revenue Works helps
We map and rebuild the full customer journey so that marketing, sales and delivery work from the same definitions, handoffs and reporting. This is covered in detail on our Customer Journey Optimisation page.
We work across the whole journey, not just one function.
Because the problem sits between teams, the fix has to as well. We work with both sales and marketing, not just one side of the handoff.
Start a conversation
If sales and marketing feel disconnected in your business, start a conversation with Claire.