How many times have we heard it? Sales blaming marketing for low-quality leads, while marketing rolls their eyes at sales for not closing deals. It’s like watching two siblings argue over who started the fight, all while missing the bigger picture.
Take a recent conversation I had with a client. Here’s the rundown: their website looked like it was built in 2005, their blogs were so outdated that the last one talked about the “upcoming 2016 trends,” and they had zero LinkedIn or social media presence. Oh, and let’s not forget their YouTube channel—it was filled with videos that looked like they were shot on a flip phone. When I suggested a complete marketing overhaul, they nodded eagerly, but then asked the inevitable question:
“But what’s the ROI on this marketing package?”
Cue the eye-roll. Darling, let’s be real: you’re not gonna get any ROI until you fix this mess first.
How Marketing Sets the Stage for Sales Wins
Ever tried getting someone to buy something they’ve never heard of? That’s what sales teams would be doing every single day if it weren’t for marketing. How does marketing help sales at the start of the process? By making sure prospects actually know who you are. That’s the first step—laying the groundwork so when sales steps in, it’s a warm reception, not a cold call.
Let’s be clear—marketers aren’t just sitting around churning out pretty graphics and catchy slogans. They’re crafting stories that resonate, creating content that educates, and positioning your brand as the go-to solution in your industry. Without marketing, your sales reps would be cold-calling in a desert—parched and desperate for a sip of attention.
Remember my client? When I said, “You need to get your digital presence in shape,” they stared blankly. Why? Because they didn’t understand that their sales team’s constant complaints about “bad leads” were directly tied to their zero visibility. Leads don’t magically appear out of thin air. Marketing ensures those leads are primed and warmed, so when a sales rep does finally make that call, it’s not, “Who are you again?” It’s, “Oh yeah, I’ve heard of you guys.”
Sales Can’t Close What It Can’t See: The Visibility Factor
So, how does marketing help sales stay visible in a sea of competition? Simple. While sales teams grind to reach out to a dozen people a day, marketing reaches thousands. Marketing is like the lighthouse in a stormy sea, guiding ships (read: leads) toward you. Sales can’t close what it can’t see, right?
But here’s the kicker: When marketing lays the groundwork, does sales ever say thanks? Nope. They grumble about not getting enough “qualified” leads. Yet, those leads wouldn’t even exist without marketing’s visibility efforts. It’s time for sales to acknowledge that without marketing, they’d be stuck pushing a boulder up a hill with no traction.
Marketing: The Silent Sales Enabler
How does marketing help sales in the trenches? By generating demand long before a lead ever hits sales’ radar. It’s not just about shoving a bunch of names onto a spreadsheet and passing it over to sales with a “good luck” note attached. It’s about providing the right leads at the right time.
Marketing works tirelessly to understand what buyers want, what keeps them up at night, and what makes them tick. Then, they craft tailored content that addresses those exact needs. This isn’t just busywork; it’s setting up sales for success.
Like I told that same client when they grilled me again about the ROI of updating their digital presence, “If you don’t start building awareness, don’t be surprised when sales doesn’t happen.” They were using outdated, ineffective strategies and still expected miracles. How does marketing help sales? By literally handing them everything they need to have a killer conversation with a prospect. But if that data is ignored? Don’t be surprised when the leads go cold.
Stop the Blame Game and Start Collaborating
Enough with the excuses. How does marketing help sales when sales keeps pointing fingers? Let’s talk about sales and marketing alignment. When both teams work toward shared goals, it’s like magic. But when they don’t, it’s a complete mess. Sales cries about “bad leads,” while marketing insists, “They didn’t follow up fast enough.”
Here’s a thought: How about both teams sit down, shut up, and actually listen to each other? Sales can tell marketing what type of leads close faster, and marketing can share insights on which content pieces lead to more conversions. When both sides of the table understand each other’s pain points, they stop whining and start winning.
The Cold Hard Truth: Sales Needs Marketing (More Than Marketing Needs Sales)
So, how does marketing help sales stand out when everyone’s offering the same thing? It’s simple—by differentiating your brand through storytelling, thought leadership, and continuous engagement. Marketing helps you rise above the noise. And let’s be honest—without marketing, sales would just be another voice shouting into the void.
The reality is, marketing’s job is a lot tougher than most sales reps think. They have to predict what a buyer wants, when they want it, and how they want to receive it—all while making sure the brand stays relevant and credible. Meanwhile, sales just needs to show up and close the deal.
So, instead of dismissing marketing’s efforts, maybe sales should start showing some respect. Sales wouldn’t even have a shot at half those deals without marketing putting in the work to get buyers ready to buy. It’s not just about leads; it’s about a brand’s reputation, visibility, and the trust that marketing builds every single day.
Want Better Sales Results? Start Using What Marketing Gives You!
Sales needs to stop pretending they’re doing all the heavy lifting. Marketing helps sales by providing a treasure trove of data, insights, and pre-warmed leads. But all too often, this goldmine gets tossed aside in favor of the same old sales tactics.
And let’s not forget that client I mentioned earlier—they’ve finally started updating their website, re-launching their social media, and posting fresh, valuable content. Are they asking about ROI now? You bet they are! And it’s looking a whole lot better than it did when they had a ghost town of a digital presence.
So next time you hear a sales rep grumble about “bad leads” or lack of support, ask them this: How does marketing help sales? And more importantly—are they actually using it? Because it’s not marketing’s fault if sales keeps tripping over the golden opportunities laid out in front of them. Read more of our articles here.
