Making Numbers Go Up and to the Right

Marketing That Sales Teams Actually Want to Use

The Marketing That Sales Teams Hate

You know the drill. Marketing generates "leads." Sales complains they're garbage. Marketing defends the lead quality. Sales creates their own materials. Everyone blames everyone else while revenue stays flat.

The symptoms you're probably experiencing:

• Sales reps say "these leads suck" (and they're not wrong)

• Marketing qualified leads that don't qualify for anything

• Sales team creates their own pitch decks and case studies

• Long sales cycles because prospects aren't properly educated

• Marketing metrics that look good but don't correlate to revenue

• Constant finger-pointing between marketing and sales teams

The real problem: Your marketing generates activity, not results.

What "Sales-Loving" Marketing Actually Means

I don't create marketing that looks good in reports. I create marketing that makes sales quotas easier to hit.

The Difference Philosophy

Traditional Marketing Thinks: "How do we generate more leads?" Sales-Loving Marketing Asks: "How do we generate leads that actually want to buy?"

Traditional Marketing Measures: Open rates, click rates, and MQLs Sales-Loving Marketing Measures: Sales cycle length, close rates, and quota attainment

Traditional Marketing Creates: Brand awareness and engagement Sales-Loving Marketing Creates: Pipeline and revenue

My Sales-First Marketing Framework

Phase 1: Sales Process Archaeology

Before I create any marketing, I understand your sales process inside and out.

What I Analyze:

• Where prospects typically get stuck or drop off

• What objections come up most frequently

• Which types of leads convert best (and worst)

• What information sales needs to close deals

• How long each stage of your sales cycle takes

• What tools and materials sales actually uses

Phase 2: Revenue-Reverse Engineering

I work backwards from your revenue goals to determine exactly what marketing needs to deliver.

The Math I Do:

• How many deals do you need to close monthly?

• What's your current lead-to-customer conversion rate?

• How many qualified leads does that require?

• What lead sources convert best to customers?

• Where should we focus marketing efforts for maximum ROI?

Phase 3: Qualification-First Campaign Design

Every campaign I create has built-in qualification mechanisms that filter for buying intent, not just interest.

Qualification Mechanisms:

• Content that educates while revealing pain levels

• Progressive profiling that identifies decision-makers

• Behavioral scoring based on buying signals

• Self-qualification questions that save sales time

• Nurture sequences that prepare prospects for sales conversations

Phase 4: Sales Enablement Integration

Marketing materials that sales teams actually want to use because they help close deals.

What I Create:

• Battlecards that handle common objections

• Case studies that overcome specific concerns

• ROI calculators that justify purchasing decisions

• Demo scripts that turn features into buying urgency

• Follow-up email templates that maintain momentum

• Competitive comparison sheets that position you to win

The Sales-Loving Marketing Toolkit

Lead Scoring That Actually Scores

Not all leads are created equal. I build scoring systems that identify who's ready to buy vs. who's just browsing.

Behavioral Signals I Track:

• Pricing page visits (buying intent)

• Case study downloads (social proof seeking)

• Demo requests (high intent)

• Competitor comparison content (evaluation stage)

• Multiple stakeholder engagement (decision-making process)

Content That Qualifies While It Educates

Every piece of content serves dual purposes: education and qualification.

Content Examples:

• ROI Calculators: Show value while capturing budget information

• Assessment Tools: Provide insights while identifying pain levels

• Comparison Guides: Educate on options while positioning your solution

• Implementation Timelines: Set expectations while gauging urgency

Nurture Sequences That Actually Nurture

Not "stay top of mind" — nurture toward buying decisions.

Sequence Goals:

• Move prospects through buying stages systematically

• Address objections before they become roadblocks

• Provide sales intelligence about prospect interests

• Warm up prospects before sales outreach

• Re-engage stalled opportunities with new value

What Success Looks Like

Month 1-2: Foundation & Alignment

• Sales and marketing teams working from the same playbook

• Lead scoring system that identifies actual opportunities

• Clear understanding of ideal customer profile and buying signals

Month 3-4: Quality Improvement

• 50-70% improvement in lead-to-opportunity conversion rates

• Sales team actively using marketing-created materials

• Shorter time from lead to first meeting

• Fewer "not qualified" leads passed to sales

Month 6+: Revenue Acceleration

• 25-40% reduction in sales cycle length

• Higher close rates due to better prospect education

• Predictable pipeline that scales with marketing investment

• Sales team advocating for increased marketing budget

Real Results From Sales-Loving Marketing

Cirrus Insight Transformation

The Challenge: Demo requests that weren't converting to trials The Solution: Self-guided demo experience with built-in qualification The Results: 312% increase in qualified demo requests, 22% better close rates

The Secret Sauce

Instead of forcing prospects into scheduled demos, I created an experience where they could qualify themselves while experiencing immediate value. Sales conversations started with educated, engaged prospects instead of skeptical tire-kickers.

This Service Is Perfect If You:

✅ Sales team complains about lead quality regularly
✅ Marketing generates leads that don't convert to customers
✅ Long sales cycles due to prospect education needs
✅ Sales creates their own materials because marketing's don't work
✅ Want revenue attribution for marketing activities
✅ Ready to align teams around shared revenue goals

This Service Isn't Right If You:

❌ Your sales process is already efficient and effective
❌ You prefer brand awareness over direct response marketing
❌ Your sales and marketing teams are perfectly aligned
❌ You don't have a defined sales process or team

Investment & Timeline

Timeline: 6-8 weeks for initial strategy and implementation Investment: Varies based on sales complexity and team size Best Fit: B2B companies with defined sales processes and revenue goals

The goal is marketing that makes your sales team's job easier, not harder.

Ready to Make Your Sales Team Love Marketing?

Stop generating leads that waste everyone's time. Start creating marketing that makes quotas easier to hit and revenue more predictable.

Let's build marketing that your sales team will actually want to use.

🎯 Book Your Strategy Session 📧 Email Me Directly

Case Study Spotlight

See Sales-Loving Marketing in Action: How I helped Cirrus Insight increase qualified demo requests by 312% and improve close rates by 22% through prospect self-qualification systems.

Read the Full Cirrus Insight Case Study →